Asda has announced a range of new ‘winter warmer’ initiatives to support customers struggling with the cost-of-living crisis, including offering those aged over 60 soup, bread and unlimited hot drinks for £1 throughout November and December.
The new winter initiative is designed to help struggling community groups with cost related pressures and will run alongside the current ‘Kids eat for £1’ offer, which served over 500,000 meals to children in June.
As inflation and energy prices continue to rise, pension incomes are being outpaced and therefore effectively nullifying savings growth.
The Big 4 grocer latest Income Tracker shows that those aged 65 to 74 experienced a £163 drop in disposable income in August, compared to the same period last year.
In addition to their targeted support for pensioners, Asda’s charity the Asda Foundation is providing funding worth £500k to assist its community with rising operating costs and increased demand for their vital health services.
The supermarket chain also said that individual grants worth up to a maximum of £2,000 are available, with priority being given to groups and charities that need the most help with energy bills.
“We know that this winter is set to be incredibly hard for thousands of pensioners as they worry about how to keep themselves warm in the face of rising living costs and a fixed income,” Asda’s co-owner, Mohsin Issa said.
He added: “We’ve already been able to serve over half a million meals through our Kids Eat for £1 initiative in our cafes and we’re hoping our new offer of soup and hot drinks for over 60s will prove just as impactful for those who need it most.
“Meanwhile, the cost-of-living grant programme led by Asda’s charity The Asda Foundation will support grassroots organisations who are providing a lifeline in their communities during these tough times.”
