Research from Asda’s Christmas Community Report has highlighted that one in 10 over 60s aren’t sure they’ll speak to anyone over the festive period.

As well as this, almost four in five said they’ll rely on the TV for company between December 15 and January 1.

To combat this, Asda has announced in-store changes as part of its “Don’t be Gnome Alone” campaign to support over 60s.

The supermarket is transforming its in-store cafés into “Chatty Cafés” where senior citizens can socialise, eat, drink and make new friends.

Asda is also bringing back the hugely popular Winter Warmer offer for over 60s.

This is where customers over 60 can enjoy a hearty soup, crusty roll and hot drinks in the cafes for just £1.

The first one was launched yesterday by Gavin & Stacey star Larry Lamb at the superstore in Basildon.

Larry spent hours chatting to more than 40 senior citizens who attended the grand opening, tucking into bowls of soup and cups of tea and coffee.

The winter initiative will run across all Asda cafes until the end of 2024.

This year’s offering is bigger and better than ever, with three soup flavours to choose from and the addition of unlimited tea or coffee, all for just £1.

Speaking on the launch, Larry Lamb said: “Asda’s going all out to bring people in this Christmas and make them feel seen and heard, and spread a little Christmas joy.

“I’d urge everyone to do the same. If there’s somebody, anybody – young or old – who you know is going to be struggling for company this Christmas, pick up the phone or go and pay them a visit – and obviously, pay a visit to one of Asda’s Chatty Cafés.”

As well as its Chatty Café, Asda is also investing further in tackling loneliness for the over 60s across the festive period.

Across its estate, and running up until the New Year, Asda colleagues will be donning “Happy to Chat” badges and checking in on older customers in-store and when delivering home shopping orders.

David Hills, chief customer officer at Asda, commented: “Our mission this Christmas is to provide everything customers need at our famously low Asda prices.

“Christmas is a time to enjoy time with loved ones and the fact one in 10 of our older generation is facing Christmas alone is genuinely sobering.

“That’s why, alongside The Asda Foundation, we’re proud to invest almost £1million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.”