General Mills has announced its ongoing collaboration with ASDA’s Tickled Pink campaign, aiming to raise £7 million throughout October for national breast cancer charities.

By backing this initiative, General Mills seeks to increase awareness of breast cancer, promote early detection, and support crucial research and life-changing services for those impacted by the disease.

To contribute, 10% of all sales from Old El Paso’s Smoky BBQ Fajita Kits and Häagen-Dazs’ Fruit Collection at ASDA will be donated directly to fund essential breast cancer research and advance earlier diagnosis and treatment.

Following last year’s success with the Crispy Chicken Fajita Kit, Old El Paso is looking to make an even greater impact this year with its top-performing Smoky BBQ Fajita Kit.

The packaging will feature bold, limited-edition Tickled Pink branding, with strong in-store support from General Mills to engage shoppers.

In addition to Old El Paso, Häagen-Dazs’ Fruit Collection is joining the effort with its own special-edition packaging.

A variety of POS materials created for the campaign will enhance consumer visibility in stores, complemented by informational resources both in-store and online through a digital awareness campaign.

Jon Pash, Asda Customer Director, stated: “We are honoured to be part of ASDA’s Tickled Pink campaign again this year, contributing to both breast cancer research and raising awareness for earlier diagnosis.

“Through our Old El Paso and Häagen-Dazs brands, we are committed to helping ASDA make a meaningful impact in the lives of those affected by breast cancer.”