ASDA cafe will offer free breakfast porridge and hot drink to all ages until March 20
Asda will offer all its customers the opportunity to have a free warming breakfast porridge and a hot drink.
The initiative is open to all ages and will run from Wednesday, February 7 until March 20, daily from 8am to 12pm, in the retailers 205 Asda Cafés.
The partnership with Quaker will allow customers to enjoy a free bowl of porridge along with a cup of tea, coffee or hot chocolate, to warm up from the UK’s cold winter weather.
The new free breakfast initiative is now one of four that are live in Asda Cafés.
It will run alongside the Kids Eat for £1 which has served over 3.1 million meals since its launch in June 2022 and will continue support families as they approach half term.
The £1 Winter Warmers initiative for people aged over 60 is available until the end of February offering Soup, a Roll and a hot drink.
The campaign has served over 350,000 since November.
The Lombard Street retailer in Newark also offers local community groups the ‘community cuppa’ which gives community groups a warm and free place to meet with a free hot drink.
The move comes as Asda’s latest income tracker reveals that despite positive improvements, disposable income remains firmly down on the values witnessed prior to the cost-of-living crisis.
Compared to the peak of £246 in quarter one, 2021, UK-wide disposable income has fallen by 9.1%.
Sinead Hinch, Asda Newark's community champion, said: 'We are delighted that Asda has rolled out another initiative to support our customers, in addition to our popular Kids Eat for £1 and the Over 60's Winter Warmers £1 Soup and Roll café meals.
“If any local charity, group or good cause would like to meet in our café, this can be booked by contacting email@example.com .”
Kris Comerford, Asda’s Chief Commercial Officer, 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.
“In addition to our popular Kids eat for £1 and the over 60’s Winter Warmers £1 Soup and Roll café meals, all our customers can now enjoy a free bowl of porridge and hot drink in over 205 Asda cafes.
“By bringing back the initiative in 2024 we hope it will prove to be impactful across the winter months for those who need it most.”
Divesh Parmar, Quaker UK general manager at PepsiCo, said: “One in four children are at risk of food security 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 3 million warm breakfasts mean we can continue to do our bit in supporting the great work of our charity partners, FareShare and Magic Breakfast.”