Asda has partnered with Quaker to offer its cafe customers a free breakfast porridge and a hot drink.
The initiaitive will run from 7 February until 20 March from 8am to 12pm.
It will be available in all of the grocer’s 205 cafes, with customers able to choose from a cup of tea, coffee or hot chocolate alongside the bowl of porridge.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Asda chief commercial officer Kris Comerford said: “We know that at this time of year, customers feel an additional strain on household budgets, especially with the colder weather.
“Building on our successful collaboration with Quaker in 2023, we’re partnering with the brand once again to demonstrate our support for customers and help to alleviate some of the pressures they face through rising living costs.”
It forms one of four initiatives that are currently live in Asda cafes including its Kids Eat for £1, which has served over 3.1m meals since its launch in June 2022.
Its £1 Winter Warmers scheme for over 60s is also available until the end of February, offering a soup, a roll and a hot drink, and Asda’s ‘community cuppa’ which offers community groups a warm and free place to meet with a free hot drink is ongoing in its cafes.
PepsiCo Quaker UK general manager Divesh Parmar added: “One in four children are at risk of food insecurity in the UK, and as temperatures drop over winter, we know the very real impact of hunger increases. Collaborating closely with retail partners is vital in ensuring shoppers have access to a warm breakfast, so we’re delighted to be taking our partnership with Asda even further this year.
“We’re also doubling down with our wider support for those most in need, issuing temperature dynamic coupons and bringing back our Share the Warmth on-pack promotion. Our donations of up to 3m warm breakfasts means we can continue to do our bit in supporting the great work of our charity partners, FareShare and Magic Breakfast.”
