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Asda introduces free warm breakfast for children for the next six weeks




Vicky Parry



7th Feb 2024

Reading Time: 2 minutes

Asda has today announced that they are renewing their exclusive partnership with Quaker Oats to offer children a free warm breakfast though the rest of winter. meaning that for the next six weeks families will be able to access both a free children’s breakfast and a main meal for just £1 in all Asda cafes in a bid to continue to help customers manage the cost-of-living crisis. 

Children will be able to get a free bowl of Quaker porridge from 8am to 12pm every day in 205 Asda cafes for the nect six weeks, on top of the existing £1 kids main meal deal. The partnership is expected to enable over 50,000 bowls of porridge to be served to children across the country. 

Recent research from charity Magic Breakfast has shown that 81% of schools believe that child hunger has increased in their community in the last year and 94% believe poverty has increased. Additionally, 95% of schools agree that breakfast provision has positively impacted concentration in class and 87% agree it alleviates pressure on family budgets. 

Over 1.1 million £1 meals have been sold to date with the retailer seeing a tenfold increase in meals served across key school holiday periods demonstrating the impact holidays can have on families’ budgets. 100,000 meals were served during the December Christmas holiday period compared to 40,000 meals sold at the end of November. 

Kris Comerford, Asda’s Chief Commercial Officer says; “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 café initiatives continue to provide a lifeline for over 1.5 million customers since we launched them last year, and we hope by offering a free warm breakfast in the February half term, it will help support many more in the coming weeks.” 

Divesh Parmar, General Manager, Quaker Oats UK, says: “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.” 

The current Kids for £1 menu includes a choice of one of six hot meals (in selected cafes) or a cold pick and mix sandwich meals deal for just £1. 

 Find out all the places kid’s can eat for £1 or for free this Feb half term 2023 here. 





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