Asda bringing in change to supermarkets for shoppers born before 1964

Asda is rolling out a key change to its supermarkets for older shoppers. Asda’s Winter Warmer initiative will run across all Asda Cafés until the end of 2024 and has three soup flavours to choose from and the addition of unlimited tea or coffee – all for just £1.

Asda is encouraging over 60s to visit their local Asda store and enjoy a ‘Winter Warmer’. The supermarket is aiming to transform their in store café’s into ‘Chatty Cafes’ – where senior citizens can come together, eat and drink, and make new friends.

Supporting the scheme, BBC Gavin and Stacey star Larry Lamb said: “It’s a privilege and an honour to work with Asda to launch its Chatty Cafés initiative this Christmas. I’m very fortunate to be surrounded by friends and family this time of year, but that’s not the case for everyone, and it’s so important that we all club together and help combat loneliness.

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“It’s heartbreaking to think that so many over 60’s [so born before 1964] in Britain might not speak to anyone at all over the extended Christmas period. Asda’s going all out to bring people in this Christmas and make them feel seen and heard, and spread a little Christmas joy. I’d urge everyone to do the same. If there’s somebody, anybody – young or old – who you know is going to be struggling for company this Christmas, pick up the phone or go and pay them a visit – and obviously, pay a visit to one of Asda’s Chatty Cafés”.

David Hills, Chief Customer Officer at Asda, commented: “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. 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.”