Asda is inviting over 60s from across Wiltshire to its stores this Christmas in a bid to combat loneliness and isolation.

The initiative comes after the supermarket's Christmas Community report revealed one in 10 in this age group are unsure whether they will have a conversation with anyone between December 15 and January 1.

The report, based on a survey of 1,000 over 60s, also found last Christmas, almost one in five said they experienced days without speaking to anyone, and 15 per cent admitted becoming accustomed to this lack of interaction during the festive season.

More than two fifths said their mental health suffered as a result of this isolation.

Larry Lamb at the launch of Asda's nationwide 'Chatty Cafés' initiativeLarry Lamb at the launch of Asda's nationwide 'Chatty Cafés' initiative (Image: James Linsell-Clark/PinPep) In response, Asda has introduced an initiative to transform its in-store cafes into 'Chatty Cafés' where senior citizens can gather, eat, drink, and make new friends.

The Winter Warmer deal offers over 60s soup, a roll, and unlimited tea or coffee for just £1.

The launch of the initiative was attended by Gavin & Stacey star Larry Lamb, who spent hours chatting with more than 40 senior citizens at the Heron Retail Park store in Basildon.

Mr Lamb said: "It's a privilege and an honour to work with Asda to launch its Chatty Cafés initiative this Christmas.

"I’m very fortunate to be surrounded by friends and family this time of year, but that’s not the case for everyone.

"It's heart breaking to think that so many over 60s in Britain might not speak to anyone at all over the extended Christmas period.

"Asda's going all out to bring people in this Christmas and make them feel seen and heard, and spread a little Christmas joy."

Asda staff will also wear 'Happy to Chat' badges, checking in on older customers in-store and when delivering home shopping orders.

The Asda Foundation is set to deliver £600,000 in grants to tackle loneliness among the elderly, funding activities in local communities, Christmas celebrations, and daily essentials.

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

"Christmas is a time to enjoy 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 £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve."