The supermarket is offering customers aged 60 and over the chance to enjoy soup, a roll and unlimited brews for just £1 in any of its 205 cafes all day and every day throughout November and December.

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.”

Asda has increased its support for older customers as data suggests they continue to be disproportionately affected by spiralling living costs. The supermarket’s latest Income Tracker showed that average disposable income for households aged 65 to 74 fell by 16.4 per cent year-on-year in September, compared with a 14.6 per cent decline in average disposable income for other households.

Asda said this research aligns with findings from the charity Age UK who estimate that 2.8m older households will still be living in fuel poverty this winter, despite the Government freezing the energy price cap.

Asda’s launches £1 meal deal today for over 60s to help with cost of living crisis