Asda Foundation

Transforming communities and changing lives.
That’s more like it.

With over 30 years of helping people in our local communities, Asda Foundation is an independent charity with a mission to transform communities and change lives.

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Community is a word you’ll hear often at Asda. Across all our stores, distribution and head offices, we’re proud of the local communities we operate in.

We’re particularly proud of our amazing 400 Community Champions who are there making a positive impact all across the UK. Alongside Asda’s charity, The Asda Foundation, we’ve got loads of ways to help local grassroots community groups and charities, from outreach programmes to grant giving, our Community Champions listen to our communities’ needs. They work tirelessly to support charities, projects and initiatives that make a real impact for local people.

Find out more from our ESG Report.

Tickled Pink

Every 10 minutes in the UK, another woman is diagnosed with breast cancer. That’s why Asda Tickled Pink has supported the work of leading breast cancer charities since 1996.

Asda Tickled Pink, alongside our charity partners Breast Cancer Now and CoppaFeel!, aim to put breast cancer awareness at the top of everyone’s list. We’ve raised over £89 million to date. We also share vital boob checking awareness with Asda customers and colleagues, to help change the future of breast cancer in the UK.
Tickled Pink funding supports the research development of better treatments, vital education and life-changing support, for anyone who needs it.

More than two in five (44%) women in the UK do not check their breasts regularly. We’re determined to drive behaviour change throughout the UK by encouraging Asda customers to regularly check their boobs, pecs or chest. This is especially important as 1 in 7 women will be affected by breast cancer in their lifetime in the UK.

By 2026 we want to:
- Remind women to check regularly: A million more women from the Asda community regularly checking their breasts by 2026.
- Emphasise that breast checking is for every woman: Encourage at least 100,000 women from the Asda community, who have never previously checked, to start this important habit. (68,000 checked to date)
Raise £100m for Breast Cancer now and CoppaFeel!

Find out more

BBC Children in Need

BBC Children in Need believes that every child should have the chance to thrive and be the best they can be.

We are committed to being there for children across the UK when they need us the most. Together with the BBC and our partners, we inspire the nation to support this work. ASDA and BBC Children in Need have been working together for an amazing 23 years and with the support of ASDA’s customers, colleagues and suppliers, we’ve raised over £34 million pounds. Asda’s funding has been instrumental in supporting and making a difference to the lives of children and young people across the UK, and over the past 23 years, we have been able to improve the lives of over 250,000 children and young people.

In 2023, we launched Fuelling Potential – a new campaign to ensure no child is held back by food insecurity. Over the next three years ASDA & BBC Children in Need aim to change the lives of 100,000 children by helping to make sure they have access to nutritious meals while having fun at BBC Children in Need funded holiday sessions that help to boost their mental health and physical wellbeing.

Diversity Role Models

Diversity Role Models actively seeks to embed inclusion and empathy in the next generation. Their vision is a world where everyone embraces diversity and can thrive. This will help create a world where future generations embrace, accept and support difference. Our mission is to create an education system in which every young person will know they are valued and supported, whoever they are.

DRM embeds inclusion and builds empathy through educational workshops in schools featuring personal, lived-experience stories from LGBTQ+ and ally role models. These workshops help students understand the impact of their language and actions, equipping them with the skills to challenge homophobic, bi-phobic and transphobic comments and bullying happening within the student body, driving a school culture shift to celebrating and embracing differences.


FareShare is the UK's biggest charity tackling food waste to support social good. We take good-to-eat surplus food from across the food industry, sort it in our regional warehouses across the UK, and pass it onto a network of over 8,500 charities and community groups. These include school clubs, community centres and pantries, hostels, refuges, older people's lunch clubs, and hospices. Three quarters of the organisations we provide food to, support children and families. During the financial year, 2022-23, FareShare redistributed the equivalent of nearly 128 million meals - that's 4 meals every second.  The 55,000 tonnes of food we redistributed stopped 95,000 tonnes of COe2 going to waste.

Asda has worked in partnership with FareShare since 2013 and in that time, it has provided the equivalent of over 30 million meals of surplus food from its stores and depots. This food has been redistributed by FareShare to over 7000 separate charities and community groups in the process. Thanks to support from Asda, FareShare has received £13 million in corporate donations through Asda’s Fight Hunger, Create Change programme, which helped to increase FareShare distribution capabilities throughout the Covid-19 pandemic.

Royal British Legion

Every year Asda is proud to host collectors from the Royal British Legion in our stores, demonstrating our commitment to the Poppy Appeal and showing our support for such a worthwhile cause.

Poppies are available in all our stores and across all our formats with our larger stores welcoming in volunteers and organising collections to raise funds to support the work of the Royal British Legion.

These funds are vital for the Royal British Legion to continue to fight for the Armed Forces community, campaign for them, and remember their unique contribution. Life in the Armed Forces comes with unique challenges for those serving and their families both during and after service. From providing expert advice and guidance to recovery and rehabilitation, through to transitioning to civilian life - the Royal British Legion are at the side of every member of the Armed Forces community, every step of the way.

Through your support, the Royal British Legion can maintain and broaden these crucial initiatives, extending their reach to even more individuals and families in need.

Veterans into Logistics

In 2018, Veterans into Logistics founder Darren Wright attended the funeral of close military friend Jamie Doyle who had served 22 years in The Royal Artillery. Less than 12 months after Jamie had left the British Army he was tragically found dead at home, being unable to cope after leaving the military. Walking away from Jamie’s funeral, Darren knew more needed to be done to support for ex-military personnel who are struggling to adapt to civilian life. Having made the transition himself, Darren knew all too well how challenging it was – he too had struggled with the loss of the military network and structured military lifestyle.

They believe in a world where veterans should not struggle to gain meaningful employment upon leaving the Armed Forces, where veterans should not be sleeping rough on our streets or should not have to turn to crime to provide for themselves or their families. They believe in a world where veterans who have dedicated their lives to protecting the United Kingdom and its’ citizens, deserve specialised support on the next step of their life journey

Veterans into Logistics aims to reduce unemployment amongst the ex-military community through HGV training, leading to successful career in the logistics sector. At Veterans into Logistics they mentor and support veterans to take the next step in their lives. They understand the apprehension and upheaval that lies ahead, but the guidance they provide helps prepare them for the future.

I was drawn to working for Asda because it's a values-led organisation, like the military. And given the size of the business, there's such a breadth of opportunity.


Leadership Capability and Coaching Manager

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