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August 28, 2014

Grocery Chain Donates Ice Profits to Nerve-Disease Group

With the ice-bucket challenge taking off in Britain, U.K. supermarket chain Tesco said Wednesday it is giving profits from fast-rising ice-cube sales to charity and called on its corporate peers to do the same, writes the Press Association. The firm said it has donated more than $33,000 so far to the Motor Neurone Disease Association, which fights neurological disorders like ALS.

In line with individual participants in the viral charity phenomenon, who challenge others to douse themselves with ice water, Tesco nominated competitors Sainsbury's, Asda, and Morrisons to pledge ice profits. The move followed a call by a Scottish member of Parliament for supermarkets profiting from increased ice sales to donate the proceeds.