Incredible fundraising
Asda Tickled Pink has raised over £100million for breast cancer charities since 1996, with customers, suppliers and colleagues all playing their part each step of the way. Every penny raised is helping change the future of breast cancer. Here are some of our top Tickled Pink fundraisers.
Pink products
In 2016, 21 products supported Tickled Pink with a donation! Fast forward to 2025, and more than 200 iconic brands have joined the pink party, each carrying a minimum 10% donation. And many suppliers went even further, turning everyday favourites into little reminders to check your chest.
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Yorkshire Tea brought a little Tickled Pink to the nation’s tea break with: “Let’s have a proper check.”
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Diet Coke made a splash with its viral pink cans and the brilliantly simple reminder: “Check your cans.”
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Unilever spread the word on Marmite jars with: “Feel them. Check them. Love them.”
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And Nestlé gave KitKat’s famous break a Tickled Pink twist for the first time: “Have a break. Have a check.”
George at Asda
George are no strangers to Tickled Pink. Bought a bra from George? Then you’ve helped us raise £4.5m for Tickled Pink and taken had a chest checking reminder too. Every bra we sell carries a chest checking reminder on the care label, putting vital breast awareness messages directly into people’s hands, drawers and daily routines.
And, every Breast Cancer Awareness Month George joins in with a gorgeous Tickled Pink range. Women, men, kids, everyone’s invited to wear pink, show support and get Tickled Pink.
Blooming all year round
Tickled Pink blooms all year round too. Asda’s gorgeous charity bouquet raises over £200,000 for our charity partners, meaning every bunch bought to say, “happy birthday”, “thank you” or “thinking of you” helps make a difference.
Colleagues are at the heart of Tickled Pink
Every year our colleagues pull out all the stops to support Tickled Pink. From bake sales to bucket collections, treks to tombola’s, hikes to head shaves – you name it, they’ll do it! With that much creativity and heart, it’s no surprise that last year store colleagues raised over £1 million for Tickled Pink .
We’re Yorkshire through and through at Asda, so this one it close to our hearts. The The Yorkshire 3 Peaks is no small feat: three major peaks in the Yorkshire Dales, 24 miles of walking and over 1,500 metres of ascent, all in one day. Our colleagues and suppliers have been taking it on for Tickled Pink since 2005 and, in the last 10 years alone, have raised a whopping £262,300!
And they don’t stop there. From the London Marathon to skydives, Asda colleagues are always ready to (literally!) go the extra mile for Tickled Pink. In 2026 alone we had 6 runners take on London, raising over £28,000 between them.
Tickled Pink would be nothing without our customers
We’ve made supporting Tickled Pink part of the everyday shop. Donation prompts at self-checkout give customers the chance to add a little extra while they pay.
And online shoppers can get involved too, with donation prompts on the grocery home shopping webpage raising around £300,000 every year for our charity partners.
Customers have been getting Tickled Pink with their pre-loved clothes too. Across Asda stores, clothing donations are collected and passed on to The Salvation Army, helping raise vital funds for Tickled Pink. In 2025 alone, those donations raised an incredible amount for our charity partners.