Asda, Morrisons and Sainsbury’s are among the retailers backing the governments plans to support households facing the ongoing cost-of-living crisis.
The new ‘Help for Households‘ is aimed at helping families tackle rising costs this summer.
As part of the scheme, Big 4 grocer Asda has extended it ‘Kids eat for £1’ scheme, where children aged 16 and under can access a hot or cold meal for £1 at any time of day in Asda Cafes across the UK.
Asda has also launched its new money-saving advice hub which aims to help parents who are struggling to pay for kids summer activities.
This comes as according to the supermarket giant’s Income Tracker, families are on an average £175 worse off per month compared to this time last year and many are “finding it increasingly tough to make ends meet.”
“We want to do all we can to support families during these tough times which is why we’re pleased to support the ‘Help for Households’ initiative,” Asda chief corporate affairs and people officer Hayley Tatum said.
Big 4 rival Sainsbury’s also announced it is bringing back its ‘feed your family for a fiver’ campaign, helping customers with budget-friendly meal ideas to feed a family of four for less than £5.
“The rising cost of living is at the forefront of customers’ minds, so we are delighted that our feed your family for a fiver campaign is part of the initiative, helping people save money when it matters most,” Sainsbury’s CEO Simon Roberts said.
“We have invested over half a billion pounds since March 2021 to ensure the items customers buy most often are on the shelves at the best prices.”
Whereas, Morrisons is also providing a free meal for every child at in-store cafes when a parent buys an adult meal.
The Association of Convenience Stores said it “strongly welcomed” the new campaign and was committed to highlight how convenience shops are supporting both customers and colleagues through the cost-of-living crisis.
“Many convenience store retailers are providing significant staff discounts and other benefits as part of extra support packages for colleagues in store, as well as doing everything they can to keep prices on the shelf in check despite rising costs in just about every area of their businesses,” ACS CEO James Lowman said.