Asda to offer children free breakfasts during half-term

The offer will allow customers to order a free children’s breakfast in Asda cafes between 8am and midday, starting February 9 and ending February 22, as part of its ongoing help for customers struggling with the cost-of-living crisis. 

Children will be able to receive a free bowl of Quaker porridge in all 205 Asda cafes across the half-term break in addition to the grocer’s existing £1 kids’ main meal deal. It is estimated 50,000 bowls of porridge will be served to children across the UK.

The supermarket has seen a huge increase in meals served across the school holidays, with more than 1.1 million £1 meals sold since the offer’s inception in July 2022.

Asda also announced in January that it would extend its £1 kids’ main meal deal and over-60s Winter Warmer £1 soup cafe initiatives until the end of March.

This follows Asda’s Income Tracker revealing that household disposable incomes fell by 11.4% during the fourth quarter of 2022.

Asda’s chief commercial officer Kris Comerford said: “We know when families are preparing for the school holidays it can often mean an additional strain on household budgets – especially feeding and entertaining their children. We remain as committed as ever to supporting our customers in tackling these tough times. 

“Our cafe initiatives continue to provide a lifeline for over 1.5 million customers since we launched them last year, and we hope that by offering a free warm breakfast in the February half-term it will help support many more in the coming weeks.”

Quaker Oats UK general manager Divesh Parmar added: “It’s so important that everyone has access to breakfast to start the day, which is why we’re partnering with Asda to provide free Quaker Oats porridge to children this half-term. 

“This initiative, alongside our new Share the Warmth campaign, means we can play a small part in getting a warm, nutritious breakfast to people who really need it this winter.”

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