UK & World News

  • 27 August 2014, 21:47

Tesco To Donate Ice Bucket Challenge Profits

Tesco is donating profits from ice cube sales to charity as more people stock up for a crack at the ice bucket challenge.

The supermarket said 36 million individual ice cubes were sold over the weekend - a "significant increase" on normal sales - and extra stock is being rushed into stores.

The social media craze has raised millions for charities in America and the UK.

Profits from the extra sales will go to the Motor Neurone Disease Association. Tesco said it had so far donated 20,000.

The supermarket - whose sales have fallen 4%, according to new data - also nominated its big rivals to do the same.

Greg Sage, community director for Tesco, said: "We've seen a big increase in sales of bags of ice as a direct result of this phenomenon, and we want the Motor Neurone Disease Association to be the ones to benefit.

"That's why today we've pledged to donate the extra profits we make to them, and we nominate Sainsbury's, Asda and Morrisons to do the same!"

The moves follows a call from Scottish Secretary Alistair Carmichael for supermarkets to get involved and stump up their extra ice profits.

The ice bucket challenge was started to raise awareness of ALS, or motor neurone disease, as it is known in the UK.

The disease attacks the nerves in the spinal cord and brain, which means messages gradually stop reaching the muscles, leading to weakness and wasting.

Sherlock star Benedict Cumberbatch, Microsoft founder Bill Gates and Lady Gaga are some of the dozens of celebrities who have filmed themselves getting drenched.