Asda Tickled Pink

In 1996, Asda Tickled Pink was formed after colleagues lobbied the business to support breast cancer charities. Through Tickled Pink, Asda colleagues, customers and suppliers have given their time to raise money and awareness for three decades. Over that time, they’ve been the biggest supporters of breast cancer charities in the UK.

Today, the Asda Tickled Pink partnership works with charity partners Breast Cancer Now and CoppaFeel!, raising money that powers world-class research, vital education and life-changing support. We’re reminding more people to check their boobs, pecs or chests and helping more people find breast cancer information and support when they need it. Now in its 30th year, Tickled Pink has raised over £100 million for breast cancer charities, but our partnership has achieved more than this incredible fundraising total. According to a survey conducted by Asda, 55% of Asda's female shoppers are checking their chests regularly1. Separately, YouGov – Breast Cancer Now survey from September 2025 found that 45% of UK women report checking their breasts regularly2. This demonstrates the impact that the longevity of the Tickled Pink partnership has had on Asda customers, who are checking more regularly on average than women in the UK. In the late 90’s, 80% of women survived breast cancer for 5 or more years. Thanks to the power of research and advances in how the disease is detected, diagnosed and treated, this number is now nearly 90%3. Asda Tickled Pink’s funding has fuelled this progress over the last three decades.