Asda Tickled Pink

Asda Tickled Pink is on a mission to make checking your boobs, pecs and chests, whoever you are, as normal as your Asda shop. With your help, Tickled Pink is raising funds for better breast cancer treatments, vital education and life-changing support. Together, we’re putting breast cancer awareness on everyone’s list.

What's the impact?

When Tickled Pink launched in 1996, 6 in 10 women survived 10 years after diagnosis. Today, it’s 8 in 10. Tickled Pink’s long-term, scale support has played an important role in this transformation of survival rates. Tickled Pink funding has specifically led to over 440 world-class scientific discoveries, helping Breast Cancer Now researchers discover how to prevent breast cancer, save lives, and help people to live well with and beyond the disease.

What we do

Know your normal

Getting to know what’s normal for your boobs is important so you can spot any new or unusual changes early. We recommend having a look and feel of your chest, up to your collarbone and under your armpit, on a regular basis. The earlier breast cancer is diagnosed, the better the chance of successful treatment. So, it’s important to check your boobs regularly and see a GP if you notice a change.

The real self checkout

You'll see breast-checking reminders in Asda stores all year round, including on George lingerie tags, pharmacy dispensary bags, delivery vans, changing room mirrors and on food shelves. There’s even a reminder to check your boobs and pecs on the back of your receipt.

About our fundraising

Asda colleagues and customers raise money for Tickled Pink throughout the year, particularly during Breast Cancer Awareness Month in October. From tombolas and hosting pyjama parties, to testing their limits on epic treks and bicycle rides, Asda colleagues do it all to raise vital funds for Tickled Pink.

This year you can also help fundraising online or on Asda’s self-serve checkouts. Or you can volunteer your time to take part in Tickled Pink’s annual bucket collection in-store during October.

Asda Tickled Pink Products

Every year, Asda suppliers do an amazing job in supporting Tickled Pink by turning their products you know and love pink. Not only do Asda suppliers support with donations from these products, but some also include vital boob checking reminders on their packaging. Look out for this years’ range of products on Asda shelves in store and online during October.

Tickled Pink George at Asda

George at Asda proudly supports Asda Tickled Pink with a nightwear and jersey range every October.

George at Asda also donate £350,000 a year to Breast Cancer Now for the all bras sold, including the post surgery range.

This includes an iconic t-shirt which over the years has been modelled by famous faces from Kate Moss to Jennifer Aniston. The 2024 t-shirt was designed by Amy Dowden who was keen to be involved following her breast cancer diagnosis last year, all profits from Amy’s exclusive t-shirt was donated to Asda Tickled Pink.

From the sale of each Tickled Pink item of clothing (unless otherwise stated), a minimum of 10% from the RRP will be donated to Tickled Pink charity partners Breast Cancer Now and CoppaFeel! at a split of 70/30 respectively.

As well as the Tickled Pink range each October, George at Asda also sell a great selection of post-surgery underwear options at affordable prices.  These have been designed alongside breast cancer clinical nurse specialists at Breast Cancer Now. They are suitable for everyone who has had a breast cancer diagnosis, and at varying stages of their recovery.