The beloved supermarket chain is bringing back its popular £1 meal deal for over 60s, offering hearty soup, a fresh roll, and unlimited hot beverages in cafes nationwide throughout 2024.
The initiative comes as research reveals that almost one in five elderly people experienced days without any social interaction last Christmas, with 15% becoming accustomed to isolation during the festive period.
This year’s enhanced Winter Warmer scheme features three soup varieties, transforming Asda cafes into welcoming ‘Chatty Cafes’ where senior citizens can socialise and forge new friendships.
Supporting the programme, Asda staff will wear ‘Happy to Chat’ badges and actively engage with older customers both in-store and during home deliveries. The Asda Foundation is also contributing £600k in grants to combat loneliness through local community activities and Christmas celebrations.
David Hills, Chief Customer Officer at Asda, said: “Christmas is a time to enjoy time with loved ones, and the fact one in 10 of our older generation is facing Christmas alone is genuinely sobering. That’s why we’re proud to invest almost £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.”
