Asda is bringing back its much-loved Winter Warmer café deal for people aged 60 and over, starting this Saturday.
The supermarket chain will offer soup, bread, and unlimited tea or coffee for just £1 at all 212 of its cafés across the country.
The initiative will run from November 1 through to the end of February, giving senior customers an affordable meal option throughout the coldest months.
Customers can choose between tomato or chicken soup, served with bread and as many hot drinks as they like.
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It's a welcome return for the scheme that proved incredibly popular last year, with a whopping half a million £1 meals served to pensioners.
With energy bills and living costs still high, many older people are struggling to make ends meet when temperatures drop.
The £1 deal offers real relief for those watching every penny, providing a hot meal and a warm place to sit.
Tackling more than just hunger, the initiative hopes to bring people together, too; Asda's Community Champions are actively reaching out to local over 60s groups and individuals, inviting them to socialise.
'Last year alone, we sold over half a million meals, showing the vital need for this initiative'
|ASDA
Proving the "vital" need for Asda's café deal, last year's research by Asda revealed some heartbreaking statistics about loneliness among older people during winter.
One in 10 over 60s weren't sure they'd speak to anyone between December 15 and January 1, and the same number admitted they'd gone to a supermarket just to have a conversation with someone.
It turns out these café visits offer a lifeline of human connection alongside the affordable food.
What's more, the health benefits of socialising cannot be underestimated, with doctors confirming that these crucial interactions can stave off cognitive decline.
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The initiative will run from November 1 through to the end of February
|ASDA
Buying manager, cafes and concessions at Asda, Jordan Cummings, said: "We know winter is set to be incredibly hard for thousands of pensioners as they continue to worry about how to keep themselves warm in the face of rising living costs and on a fixed income.
"Last year alone, we sold over half a million meals, showing the vital need for this initiative.
"By bringing Winter Warmers back this November, we hope it will continue to be just as impactful across the winter months for those who need it most, as well as offering a relaxed social environment to come and chat to others."
In other Asda news, the supermarket recently announced a new system to boost efficiency and improve customer experience.
The roll-out of electronic shelf labels means staff won't need to manually update prices anymore – a task that eats up countless hours in stores.
Instead, workers will be able to focus on helping customers, managing deliveries, and replenishing shelves.
The cever tech will also allow customers to scan QR codes on the labels to check allergen details, making shopping easier for those who suffer from allergies or intolerances.
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