Asda cafés in NI to offer customers free porridge and hot drink
Open to all ages, the initiative will run from Wednesday, 7 February until 20 March daily from 8am to 12pm
Print8 February 2024
Asda has announced that will offer all its customers across its 205 cafés a free warming breakfast porridge and a hot drink.
The initiative is open to all ages and will run from Wednesday, 7 February until 20 March daily from 8am to 12pm, in the retailer’s 205 Asda Cafés – including five in Northern Ireland, in Antrim, Portadown, Coleraine, Enniskillen and Strabane.
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 cold winter weather expected
The new free breakfast initiative is now one of four that are live in Asda Café’s, alongside the popular Kids Eat for £1 which has served over 3.1 million meals since its launch in June 2022 and will continue support families are across the school holidays.
The £1 Winter Warmers initiative for Asda’s over 60s is available until the end of February offering soup, a roll and a hot drink and Asda has served over 350,000 since November. The retailer also offers local community groups the ‘community cuppa’ which offers 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 Q1 2021, UK-wide disposable income has fallen by 9.1%.
Already shoppers have taken to social media (Facebook) to praise the initiative, calling it a ‘brilliant idea’. One wrote on Facebook: “Well done Asda. It’s a great idea. A lot of people will be very grateful.”
“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,” said Kris Comerford, Asda’s chief commercial officer.
Divesh Parmar, Quaker UK general manager at PepsiCo, added: “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*,” Parmar added. “Our donations of up to 3 million warm breakfasts means we can continue to do our bit in supporting the great work of our charity partners, FareShare and Magic Breakfast.”
To support Quaker’s Share the Warmth campaign to donate three million warm breakfasts, customers simply need to pick up a limited edition Share the Warmth pack of Quaker this winter, and the brand will donate a breakfast to Fareshare or Magic Breakfast. Those looking to find more information on the Quaker donations in partnership with Magic Breakfast and FareShare can visit www.quaker.co.uk/ShareTheWarmth.
*(Source: The Food Foundation, Food Insecurity Tracker 2023)
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