Morrisons has announced the launch of Club 60, an exclusive Morrisons Café offering to help customers' pensions go further.
From this week, eligible customers can enjoy a Small Breakfast, including a sausage, bacon, fried egg, hash brown, Heinz Baked Beanz, toast and butter, and any refillable hot drink for just £6.
Not just reserved for mornings, the breakfast feast will be available all day. What's more, it will save Club 60 members up to £2.50.
As sunny skies emerge and temperatures soar, the supermarket will also give over 60s a taste of the seaside with a new fish and chips offering.
The £10 Afternoon Meal Deal features fish and chips, bread with butter, any slice of cake and a hot drink, available from midday every day, ensuring savings of up to £3.25.
Morrisons Cafés serve as "local hubs in the community", offering shoppers a chance to socialise whilst enjoying affordable in-store dining.
With its introduction of Club 60, the supermarket aims to support older adults who may be missing out on important interactions.
This comes as 49 per cent of older people admit to cutting back on meeting friends due to financial pressures.
Club 60 is an exclusive Morrisons Café offering to help customers' pensions go further
Morrisons
Morrisons said: "The new offer aims to support, providing a social community space with hearty food at purse-pleasing prices."
Club 60 is available now across all 344 Morrisons Cafés. To enjoy café items at "purse-pleasing" prices, eligible customers simply need to let a Morrisons Café colleague know they're over 60 when purchasing the new meal offers.
Celebrating the new initiative, Senior café trader at Morrisons, Chris Strong, said: "We know many of our older customers are feeling the financial squeeze.
"Club 60 is our way of offering a welcoming space and a good meal at a great price to our customers.
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Morrisons has launched a new Italian-style menu to enjoy from home
Morrisons
"It's a small step that we hope will help to make a difference to the pockets of our customers."
In other Morrisons news, the supermarket has launched a new Italian-style menu to enjoy from home.
Shoppers will have their pick of a pizza range at its Market Street Pizza Counters across the UK, alongside a meal deal offering two pizzas plus a side or dessert for £10.
Fresh offerings include 11-inch woodfired and stuffed crust pizzas, as well as 14-inch stonebaked varieties, providing shopper savings of up to £5.50.
With a Morrisons More Card, customers can secure a further 10 per cent discount on Mondays as part of the retailer's weekly Market Street counter promotion.
Managing director of Market Street at Morrisons, Fraser Lovatt, said: "We know our Market Street Pizza Counters are a much-loved part of our stores across the country.
"To celebrate launching the new menu, we wanted to offer customers an irresistible offer so they can take home a delicious and authentic Italian-style pizza made by our Market Street experts, with sides or a dessert to enjoy from the comfort of home, all at a purse-pleasing price."
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