Supermarket giant Asda is issuing a final call to state pensioners and anyone aged over 60 to take advantage of its subsidised £1 Winter Warmer café deal before the scheme concludes at the end of this month.
What the £1 Deal Includes
The initiative, which returned for the winter at the start of November 2025, is running until 28 February 2026. It is designed to provide affordable warmth and nutrition during the coldest months. For just one pound, eligible customers can receive a hot meal alongside unlimited tea or coffee at any of the 212 Asda cafés participating across the UK.
The meal offers a choice between a warming tomato or chicken soup, each served with a side of bread. The deal aims to offer both financial relief and a welcoming social space for older adults facing pressures from rising living costs.
A Vital Support During the Cost of Living Crisis
Jordan Cummings, Asda's buying manager for cafes and concessions, explained the reasoning behind reintroducing the offer. "We know winter is set to be incredibly hard for thousands of pensioners as they continue to worry about how to keep themselves warm in the face of rising living costs and on a fixed income," he said.
"By bringing Winter Warmers back this November, we hope it will continue to be just as impactful across the winter months for those who need it most, as well as offering a relaxed social environment to come and chat to others." The popularity of the scheme is clear, with Cummings revealing that over half a million of these meals were sold during the 2024 campaign.
Official Health Advice Backs the Initiative
The importance of staying warm and well-nourished in winter is underscored by official health advice, which aligns with the goals of Asda's deal. The Met Office highlights on its website that as people age, their bodies must work harder to maintain heat, partly due to decreasing muscle mass.
Their guidance for older adults includes practical steps such as:
- Eating at least one hot meal daily.
- Drinking regular hot beverages.
- Keeping active and moving around.
- Heating the home to at least 18°C.
The Met Office also signposts support from charities like Age UK for those struggling with heating costs. Asda's £1 meal deal directly addresses the first two recommendations, providing a simple and accessible way for pensioners to help manage their wellbeing during the challenging winter season.
With the February deadline fast approaching, eligible customers are encouraged to visit their local Asda café to make use of the offer, which serves as both a practical support and a chance for community connection.
