Free Warburtons crumpets at Morrisons Cafes

Source: Mojo / Warburtons

Warburtons and Morrisons are partnering once again to offer families free crumpets during the October half-term.

Following its success over a four-week period during the summer holidays – which saw 200,000 portions of crumpets given out at Morrisons Cafés across the UK – the ‘Ask For Ellen’ initiative is returning from 23 October to 5 November. This starts on the final day of National Crumpet Week, the second edition of the annual celebration organised by Warburtons.

As before, both adults and children can ‘Ask for Ellen’ at any of Morrisons’ 395 cafés nationwide to receive an unconditional offer of two toasted crumpets with butter and jam for free, while stocks last.

“We know many households are still feeling the squeeze due to the cost of living crisis which is why we wanted to team up again with Morrisons to offer a little support to families throughout the break,” said Warburtons chairman Jonathan Warburton.

Free Warburtons crumpets at Morrisons Cafes  1118x803

Source: Mojo / Warburtons

Customers need to simply ‘Ask For Ellen’ at Morrisons Cafes to receive a complimentary plate of crumpets, butter and jam, with no questions asked.

The latest round of the initiative, named after the 147-year-old company’s co-founder Ellen Warburton, comes after research commissioned by The Warburtons Foundation found that 58% of adults surveyed with school-aged children said they were dealing with added financial pressures. This includes contending with additional childcare costs, juggling work and half-term activities for kids. Additionally, a report from the Money and Pensions Service published last year stated that around a quarter of UK adults have less than £100 in their savings account.

Warburtons said it continues to support families and communities across the UK through the Warburtons Foundation, which has donated over 1 million bakery products to schools and food banks since October 2022. Meanwhile, the ‘Bake the Most of Life’ initiative attempts to tackles the gap in food education, while the Foundation also runs a community financial giving programme, and farm visits in partnership with British Farmers and The Country Trust.

The UK’s largest bread brand is actively run by the fifth generation of the Warburton family – Jonathan, Brett, and Ross. The business operates a total of 11 bakeries and 16 depots, with a fleet of almost 1,000 vehicles delivering a 70-strong product portfolio direct to 18,500 retail customers daily. Toaster-friendly Soft Naans were a recent addition to its range.

Despite a 6.7% increase in annual revenue reported in its latest full-year results, up to £605.7m for the 52 weeks ended 24 September 2022, Warburtons saw operating profit fall by 43% compared to the previous financial year due to elevated costs including commodity inflation.