Asda has launched a new Kids Eat for £1 initiative to support parents over the summer during the cost of living crisis which is set to roll out in England and Wales.

The Big 4 grocer’s initiative will allow children under 16 to get a hot or cold meal for £1 during the six-week period of the summer holidays. The scheme will be available seven days a week with no minimum adult spend required.

READ MORE: Asda Cafe offers £1 kids meals across Scotland

An Asda spokesperson said: “We know that families can find the summer holidays tough and our customers are telling us that this year more than ever, they’re concerned about holiday hunger. With that in mind, we are so pleased to be able to offer children’s meals for just £1, with no minimum adult spend, to ensure that those who would normally rely on a school meal aren’t left without.”

Currently, the £1 scheme is available in Scotland and will be rolled out in England and Wales from 25 July and will end 4 September.

The news comes after the Office for National Statistics revealed that Retail Prices Index has reached 11.7% and the Consumer Price Index has peaked at 9.1% – indicating inflation has reached a 40-year high.

With food inflation hitting a CPI 8.6%, the BRC recognised that households and businesses would continue to feel the squeeze from rising prices – as “higher energy prices, a tight labour market and increasing transport and commodity costs filter through to consumers.”

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