Helping elderly people during harsh winter months, Muslim-owned ASDA has launched a £1 meal deal as part of a new ‘winter warmer’ initiative to support those struggling with spiraling cost of living.
“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,” said Mohsin Issa, ASDA’s Co-owner, The Telegraph & Argus reported.
“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.
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“Meanwhile, the cost of living grant program led by Asda’s charity The Asda Foundation will support grassroots organizations who are providing a lifeline in their communities during these tough times.”
The £1 meal, targeting those aged 60 and over, will include soup, a roll, and unlimited tea and coffees in any of its 205 cafes all day and every day throughout November and December.
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The new initiative followed a research from Age UK which suggested 2.8m older households in the UK would still be living in fuel poverty this winter despite the Government freezing the energy price cap.
It will run alongside the current ‘Kids eat for £1’ popular offer, with more than 557,000 meals served the launch in late June.
The ASDA Foundation is also 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.
Mohsin and Zuber Issa, founders of the EG Group, restored Asda giant supermarket chain to British ownership after the £6.8 billion takeover deal in 2020.
Earlier in March 2020, they submitted plans for a £5million new mosque in their home town to serve the community and extend bridges between faith groups.
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