Asda has launched a £1 café meal deal for people over 60 as part of a new ‘winter warmer’ initiative to support vulnerable customers.

The touching gesture will help those struggling with the cost of living crisis.

The supermarket is offering those aged 60 and over the chance to enjoy soup, a roll and unlimited tea and coffees for just £1 in any of its 205 cafes all day and every day throughout November and December.

The move comes as research from Age UK suggests 2.8m older households in the UK will still be living in fuel poverty this winter despite the Government freezing the energy price cap

The new initiative will run alongside the current ‘Kids eat for £1’ offer which continues to be hugely popular, with more than 557,000 meals served the launch in late June.

The Leader: Asda customer enjoys £1 meal deal.Asda customer enjoys £1 meal deal. (Image: ASDA)

Mohsin Issa, Asda’s Co-owner, said: “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.

“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.”

Asda grants worth up to £2,000

In addition to their targeted support for pensioners, Asda’s charity the Asda Foundation is providing funding worth £500k to support community groups that are struggling with rising operating costs or increased demand for their vital services in the current climate.

Individual grants worth up to a maximum of £2,000 are available and priority will be given to groups and charities that need financial help to cover increased energy costs or who want to use their facilities to create ‘warm banks’ – spa