Shoppers over 60 could get 10 percent off food shop this Tuesday

This has been blamed on inflation continuing to outpace pension and savings growth squeezing the budgets of over 60s.

The superstore chain cited research carried out by Age UK which estimates that 2.8 million older households will still be living in fuel poverty this winter despite recent Government support.

Mohsin Issa, Asda’s co-owner, said: “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.

“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.

“Meanwhile, the cost of living grant programme led by Asda’s charity The Asda Foundation will support grassroots organisations who are providing a lifeline in their communities during these tough times.”

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