Alzheimer’s Research UK
Since 2011, Iceland Foods Charitable Foundation has proudly partnered with Alzheimer’s Research UK (ARUK), raising over £5 million to support pioneering dementia research across the UK. This long-standing collaboration reflects our deep commitment to tackling one of the most pressing health challenges of our time.
Key Stats
Over £5 million raised
Thanks to the generosity of our colleagues and customers, the funds raised have enabled ARUK to drive forward several groundbreaking initiatives.
500+
researchers from 15 countries supported through IFCF-funded ARUK research
400
dementia researchers brought together via the ARUK Research Conference
37,000+
brain tissue samples shared through ARUK’s Brains for Dementia Research
Advancing research into Alzheimer’s Disease
Alzheimer’s disease is the most common cause of dementia, affecting millions of people worldwide. Through the work of researchers and volunteers, vital progress is being made to understand how the disease develops and how it can be treated.
Established in 2007 and based at the University of Newcastle this programme invites individuals to pledge their brain for research, creating a vital resource for scientists studying the links between ageing and cognitive decline. The dedication of participants has opened new doors to understanding how dementia develops and progresses.
Our partnership has also helped fund Early Career Researchers working on Dementia with Lewy Bodies – the second most common neurodegenerative cause of dementia after Alzheimer’s disease. This condition is characterised by the build-up of toxic protein clumps in the brain. Through access to donated brain tissue, researchers are investigating how these proteins accumulate and how they relate to the symptoms experienced by patients during their lifetime.
In addition, we are proud to support research into Cutting Edge Stem Cell Technology. ARUK scientists are exploring how disruptions in the recycling systems of brain cells affect their behaviour, particularly in response to amyloid – a hallmark protein in Alzheimer’s disease. These studies are helping to unravel the cellular mechanisms behind dementia and could pave the way for future treatments.
Our campaign highlights
As part of our partnership, we supported various key campaigns…
Think Brain Health Campaign
In September 2022, Iceland Foods partnered with Alzheimer’s Research UK and supplier Keelings to launch the Think Brain Health campaign during World Alzheimer’s Month. The initiative aimed to raise awareness of how lifestyle choices can reduce dementia risk – up to 40% of cases may be preventable. With QR-coded messaging on fresh fruit, e-learning for staff, and support from celebrity chefs and Executive Chairman Richard Walker, the campaign reached households nationwide, including underserved communities.
Through internal and external communications, the campaign helped close a critical awareness gap – only a third of UK adults know dementia risk can be reduced, with even lower awareness among lower-income groups. The initiative empowered people with practical knowledge and was recognised with a Highly Commended Award at the 2023 Business Charity Awards.
#ShareTheOrange
As part of our joint charity of the year partnership, Iceland and The Food Warehouse in 2020 proudly supported Alzheimer’s Research UK’s #ShareTheOrange campaign – a powerful initiative designed to challenge misconceptions about dementia and highlight the importance of research.
Colleagues at our Deeside head office embraced a vibrant “Wear Orange Day,” with oranges placed on every desk to spark curiosity and conversation. In stores, teams wore orange and campaign badges, creating a sea of support that customers couldn’t miss. Postcards were handed out to shoppers, sharing key messages and encouraging them to learn more.
The orange symbolises the weight of dementia in the brain — a powerful visual that helps explain how the disease physically damages brain cells. By sharing the orange, we’re helping to change the conversation around dementia and support vital research into its causes and treatments.
Sir Malcolm Fundraising
Sir Malcolm has climbed Everest’s North Col, abseiled down The Shard, trekked towards the South Pole and written an autobiography, all in aid of dementia research.
In 2023, our Chairman Richard Walker revisited the Everest trek and made it to the summit all in aid of dementia.
Frank Rothwell Challenge
In 2020, Iceland Foods Charitable Foundation proudly supported 70-year-old Frank Rothwell in the Talisker Whisky Atlantic Challenge -a 3,000 – mile solo row across the Atlantic to raise £1 million for Alzheimer’s Research UK. Motivated by the loss of his brother-in-law Roger to dementia, Frank became the oldest person to complete the challenge solo, enduring 56 days at sea.
IFCF pledged to match the first £500,000 in donations, later increasing their total support to £600,000 across 2020 and 2023. With overwhelming public support, Frank hit his £1 million target just five days after finishing. His record-breaking achievement brought national attention to dementia research and highlighted the power of determination, partnership, and community generosity.
Together, we continue to stand alongside Alzheimer’s Research UK in the fight against dementia, driven by a shared belief in the power of science, community, and hope.
So far, the Iceland Foods Charitable Foundation has raised over £5 million for Alzheimer’s Research UK, helping us move closer to this goal. Thanks to our ongoing partnership, we have been able to support vital research projects that have improved our knowledge of this complex condition, including work in the early detection landscape. In stores, Iceland Foods promoted our Think Brain Health messaging to motivate thousands of customers to make brain healthy habits and potentially reduce their risk of developing dementia.