I Can’t Believe It’s Not Cheddar packs are turning pink to raise money for breast cancer awareness.
The pink packs, which will be available from 13 September 2011, are being launched in-store as part of Asda’s Tickled Pink campaign.
The special edition packs, a joint venture between Milk Link and Unilever, are produced at Milk Link’s Taw Valley Creamery in Devon and will be available in two varieties – Milk Link will donate 10p for every 350g pack (block cheese) sold, and 8p for every 200g (grated).
The launch of the limited edition packs will be supported in Asda for four weeks with a £2 offer for the block cheese, and £1.50 for the grated variety.
It will also feature alongside Unilever’s I Can’t Believe It’s Not Butter Lighter Tickled Pink packs.
All money raised for Asda’s Tickled Pink campaign goes towards two breast cancer charities – Breast Cancer Care and Breast Cancer Campaign.
Since it started in 1996, the campaign has raised over £25 million and is celebrating its15th anniversary this year.
I Can’t Believe It’s Not Cheddar, which launched in January, uses a grade of cheese from Milk Link’s Taw Valley Creamery which has 30% less fat compared to standard Cheddar but loses none of the taste and texture.
Will Sanderson, Milk Link’s Corporate Affairs Director, said:
“We are delighted to be able to help raise money towards finding a cure for breast cancer – this is a cause that’s very close to a lot of our staff and customers’ hearts.
“Asda’s Tickled Pink campaign has raised a phenomenal amount of money to date and everyone here at Milk Link is very proud to be able to contribute towards beating breast cancer once and for all.”