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Tesco donates profits amid ice bucket challenge craze

Supermarket giant Tesco has donated the profits from its ice cube sales to charity and challenged other supermarkets to do the same in the wake of the ice bucket challenge craze.

Sales of bags of ice have rocketed. Credit: PA

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 (MND) 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.

– Tesco community director Greg Sage

The retail giant said it has sold more than 36 million individual ice cubes over the last week as the fundraising phenomenon took hold across the UK. So far it has donated £20,000 to the Motor Neurone Disease Association and nominated competitors Sainsbury's, Asda and Morrisons to follow suit.