Asda has pledged to invest almost £1m through grants and new in-store initiatives to spark conversations and tackle loneliness for the over 60s this festive season.

Dubbed ‘Chatty Cafés’, the supermarket chain is aiming to transform its in-store cafés to allow senior citizens to come together and make new friends.

The initiative was launched this week at an Asda superstore in Heron Retail Park, Basildon and was attended by BBC Gavin & Stacey TV star Larry Lamb.

Alongside the new café concept, the grocery retailer is continuing its Winter Warmer initiative, offering £1 soup, bread rolls and unlimited tea in its cafés nationwide to support the over 60s this winter, as some shoppers continue to face increased financial pressures during the cost-living crisis.

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The Asda Foundation will also deliver £600k of grants to tackle loneliness amongst the elderly, boosting activities in the local communities, funding Christmas celebrations to bring people together, as well as supporting with funding daily essentials.

Asda chief customer officer David Hills said: “Our mission this Christmas is to provide everything customers need at our famously low Asda prices.

“Christmas is a time to enjoy time with loved ones and the fact one in ten of our older generation is facing Christmas alone is genuinely sobering. That’s why, alongside The Asda Foundation, we’re proud to invest almost £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.”

He added: “Our teams do incredible work to support communities all-year-round, and I’m so proud to be able to launch the Chatty Cafés initiative today, alongside our renowned Winter Warmers deal, which we know is a lifeline to many. We’re pledging to bring people together this festive season and encouraging people across the nation to check in with the elderly in their communities this Christmas.”

Earlier this year, the supermarket giant launched ‘Happy to Chat’ badges for its delivery drivers, to encourage customers to have a quick chat with them as their shopping is being delivered.