As part of the initiative, children under 16 were able to buy a hot or cold meal for just £1 in Asda cafes across the country. The offer was made available seven days a week with no minimum adult spend required. This has helped to ensure that those children that normally rely on a school meal were not left without over the school holidays. Although only initially meant for the Summer, due to the success and impact of the programme ASDA has continued to roll out this programme in subsequent school holiday periods since. The company has served over 1.6 million kids’ meals just for £1 (as at May 2023).