Tesco takes ice bucket challenge one step further
Retailer donates profits made from increased ice sales
Retailers around the world have taken on the ice bucket challenge, Tesco is upping the ante in a way only a grocer can do.
The U.K. supermarket said they sold 36 million individual ice cubes over the weekend – a drastic increase to normal sales.
As a result, Tesco is donating the profit from the extra cube sales to the Motor Neurone Disease Association.
Tesco challenged fellow retailers Sainsbury's, Asda and Marrisons to do the same.
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