Jason’s Sourdough, the UK’s No.1 Sourdough brand is coming together with Asda Tickled Pink, supporting Breast Cancer Now and Coppafeel! through a three week on-pack promotion.
From 25th September to the 15th October 2025, Jason’s Sourdough will donate 10% of sales from every Tickled Pink-branded Great White Loaf sold in Asda stores nationwide, with an expected £30,000 to be raised across the period.
This marks Jason’s first year supporting the Asda Tickled Pink campaign, which has raised more than £99m over the last 28 years. As part of the campaign, Jason’s Sourdough is turning its labels pink, joining the “sea of pink” across Asda stores during Breast Cancer Awareness Month. The initiative offers the opportunity to contribute to life-saving research alongside education and support services, whilst providing exposure from extensive in-store and media visibility.
“We are honoured to be partnering with Asda Tickled Pink this year on such a meaningful campaign,” says Jason Geary, Master Baker at Jason’s Sourdough. “By turning our label pink, we hope to spread awareness nationwide, whilst giving us the chance to raise vital funds for two incredible charities, supporting life-changing research and support for those affected by breast cancer.”
Every 10 minutes in the UK, a woman is diagnosed with breast cancer, and one man is diagnosed every day*. With this number continuing to rise, Asda Tickled Pink’s mission is to make sure everyone, regardless of gender, age or background, knows the importance of regularly checking their boobs, pecs, or chest, and to make sure they have access to the support they need.
Funds raised through the campaign are split between two charity partners:
- Breast Cancer Now delivers world-class research and provides services such as its free helpline, offering emotional and practical support for anyone affected by breast cancer.
- CoppaFeel! works to educate and empower 18-24 year olds to check their chest regularly, helping find early detection of breast cancer.
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Media contact
Joseph Clarke
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: [email protected]
