As part of a new collaboration, Asda has joined forces with Quaker to provide complimentary breakfast porridge and a hot beverage for its cafe customers. This initiative, running from February 7 to March 20 between 8 a.m. and 12 p.m., will be accessible at all 205 of the grocer’s cafes. Customers can choose between tea, coffee, or hot chocolate to accompany their bowl of porridge.
Kris Comerford, Asda’s Chief Commercial Officer, highlighted the company’s commitment to supporting customers during challenging times, particularly in the face of increasing living costs and colder weather. This collaboration builds upon the success of their partnership with Quaker in 2023.
Among the ongoing initiatives in Asda cafes is “Kids Eat for £1,” which has provided over 3.1 million meals since its launch in June 2022. The £1 Winter Warmers scheme for individuals over 60, offering a soup, a roll, and a hot drink, is available until the end of February. Additionally, the “community cuppa” initiative provides community groups with a free and warm meeting space, accompanied by complimentary hot drinks.
Divesh Parmar, PepsiCo Quaker UK General Manager, emphasised the critical role of such collaborations in addressing food insecurity, especially during winter. Parmar also mentioned wider support measures, including temperature-dynamic coupons and the “Share the Warmth” on-pack promotion. With donations of up to 3 million warm breakfasts, Quaker aims to support charity partners FareShare and Magic Breakfast in their efforts.
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