Asda is adding to its popular £1 kids meal deal initiative with free warm breakfasts over the half-term break as part of an exclusive partnership with Quaker Oats.
Over 50,000 free bowls of porridge are expected to be served throughout February half term, as children will be able to get a free bowl of Quaker porridge from 8am to 12pm every day.
The extended offer means that families will be able to have both a free children’s breakfast and a main meal for just £1 in all Asda cafes.
Recent research from charity Magic Breakfast has shown that 81% of schools believe that child hunger has increased in their community over the past year, with 94% believing poverty has increased. A further 95% of schools agree that breakfast provision has positively impacted concentration in class.
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The original £1 kids meal deal – which was introduced to support customers during the school holidays as they look to manage the rising cost-of-living – has seen 1.1 million kids meals being served since June 2022.
A tenfold increase in £1 meals being served across key school holiday periods clearly demonstrates the impact school holidays have on families’ budgets.
“We know when families are preparing for the school holidays it can often mean an additional strain on household budgets,” said Asda chief commercial officer Kris Comerford.
“We remain as committed as ever to supporting our customers in tackling these tough times. Our café initiatives continue to provide a lifeline for over 1.5 million customers since we launched them last year, and we hope by offering a free warm breakfast in the February half term, it will help support many more in the coming weeks.”
Quaker Oats UK general manager Divesh Parmar adds: “It’s so important that everyone has access to breakfast to start the day which is why we’re partnering with Asda to provide free Quaker Oats porridge to children this half term.
“This initiative, alongside our new Share the Warmth campaign, means we can play a small part in getting a warm, nutritious breakfast to people who really need it this winter.”
In January, Asda announced both its Kids £1 meals and over 60’s Winter Warmer £1 soup café initiatives would be running until the end of March.
