Asda Tickled Pink is celebrating its 30th anniversary, making it one of the UK’s longest running corporate charity campaigns. The campaign supports breast cancer awareness and raises vital funds (£110m to date) for education, support and services delivered by Asda’s charity partners Breast Cancer Now and CoppaFeel!.
Originally launched in 1996, the campaign has raised over £110 million for breast cancer charities, with customers, colleagues and suppliers all playing their part every step of the way. In 2025, Tickled Pink celebrated reaching the £100 million milestone.
Three decades on, Asda Tickled Pink continues to bring people together to raise vital funds, encourage conversations about breast health and help more people access the information and support they need.
All across October, more than 220 household-name products will be turning pink exclusively for the campaign, with sales helping to raise vital funds for Asda’s charity partners, Breast Cancer Now and CoppaFeel!
Kylie Minogue is supporting the 30th anniversary of Asda Tickled Pink by designing an exclusive baby-pink Tickled Pink T-shirt featuring a glitter-ball and Kylie’s iconic signature, priced at £10, all profits from sales of the T-shirt will be donated to Breast Cancer Now and CoppaFeel! (You can purchase it here)
Some of the nation’s most-loved brands have come on board to give their products a makeover turning iconic products pink for the breast cancer awareness month with Diet Coke, Kellogg’s Corn Flakes, Swizzels Squashies, Yorkshire Tea and Häagen-Dazs among the iconic products joining the campaign. 35% of Asda’s pink products also carry breast checking messaging on pack.
Further household brands turning pink for the campaign include 7UP pink lemonade £1.65 (Mr Kipling’s French fancies £2.38 Biotiful Kerfir drink raspberry £3.50(), Kingsmill Tiger Bloomer £1.00(giving shoppers an easier way to support the cause while doing their weekly shop.(Tickled Pink Shop here)
George at Asda has created a full collection of Tickled Pink clothing including a collaboration with Coca-Cola creating Diet Coke Pink Pyjamas, a diet coke T-shirt as well as pink shopping bag. The range features everything from socks to slipper, PJ’s to Pants(Link to George shop here)
Emma Betts, Asda’s charity partnerships manager, said “As we celebrate 30 years of Tickled Pink, our suppliers continue to amaze us with their passion, creativity and generosity. Their unwavering support has helped turn ambitious fundraising ideas into meaningful results, supporting countless people and communities along the way. We are grateful for them turning their own iconic brands pink as well as changing their packing to carry really important breast awareness messaging. It’s set to be one of our biggest ever years with over 220 products available both in stores and online, giving customers the opportunity to donate by purchasing everyday household products and clothing items.”
