Supermarket giant Tesco has donated profits from all of its ice cube sales in the wake of the ice bucket challenge craze.
The retailer said it has sold more than 36 million ice cubes over the past seven days as the ice bucket craze hit the UK – a significant increase in usual sales.
A total of £20,000 has been donated to the Motor Neurone Association, with the amount expected to increase after further ice sales over the weekend. More ice has gone into stores to meet the demand.
The supermarket has challenged rivals Sainsbury’s, Asda and Morrisons to do the same in the style of the ice bucket challenge.
Greg Sage, community director for Tesco said:
“The ice bucket challenge has done an amazing job of raising awareness of motor neurone disease – an incredible number of people all over the world have taken part, including a huge number of Tesco colleagues.
“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.”
Celebrities such as David Beckham, Rita Ora and Lady Gaga have taken part in the stunt and helped raise its profile.