Prostate Cancer UK

£1.5 million donated

Since 2008, Iceland Foods Charitable Foundation (IFCF) has proudly partnered with Prostate Cancer UK, contributing over £1.5 million to help transform outcomes for men across the UK.

With our support, Prostate Cancer UK have been able to fund research that has helped to diagnose prostate cancer and develop the world’s first precision medicine for prostate cancer.

This long-standing collaboration has powered major breakthroughs in prostate cancer care:

  • Revolutionising diagnosis: Funding research that replaced invasive biopsies with safer, more accurate MpMRI scans.
  • Advancing treatment: Supporting the development of Olaparib – the world’s first precision medicine for prostate cancer, now available on the NHS.
  • Responding to crisis: Launching the national ‘Find the 14,000’ campaign with NHS England to reach men who missed their diagnosis during the pandemic. The result? A surge in referrals and thousands of additional treatments.

Tackling healthcare inequalities

In 2022, IFCF pledged a further £500,000 to tackle healthcare inequalities – starting with outreach to black men, who face a 1 in 4 lifetime risk of prostate cancer, compared to 1 in 8 among white men.

Astonish Partnership

To mark Father’s Day 2023, IFCF joined forces with Prostate Cancer UK and Astonish to raise awareness and funds. Astonish’s Protect and Care hand wash, sold in all Iceland stores, featured a QR code linking directly to the charity’s free online risk checker – making it easier than ever for men to take action. The campaign drove a significant increase in use of the risk checker during the 4-week promotion.

To amplify the message, a powerful campaign video was released – check it out to see how small actions can make a big difference.

Watch the Campaign Video

Father’s Day Campaign

In 2025, Iceland Foods CEO Tarsem Dhaliwal OBE and his son Paul Dhaliwal, Chief Commercial Officer, shared a heartfelt conversation about prostate cancer – a disease affecting 1 in 8 men. Sparked by their own family history of prostate cancer, their story formed the centrepiece of IFCF’s awareness campaign with Prostate Cancer UK.

The message was clear: if you’re over 50, black, or have a family history, check your risk and speak to your GP. The charity’s 30-second online risk checker is a simple step that could save your life.

With Tarsem now serving as an ambassador for Prostate Cancer UK, this campaign honours loved ones, encourages early action, and reinforces IFCF’s unwavering commitment to improving men’s health nationwide.

Retail Together: Raising Awareness of Prostate Cancer

In March 2025, Iceland Foods and The Food Warehouse  were proud to support Prostate Cancer UK as part of the Retail Together campaign, alongside fellow retailers The Range, Wilko and Homebase. Together, the partners worked to raise awareness of prostate cancer and help more men understand their personal risk of the disease.

The campaign aimed to reach one million men across the UK by sharing clear, accessible information and encouraging conversations about prostate cancer. With prostate cancer now the most common cancer in men in the UK, early awareness is vital. As symptoms often do not appear in the early stages, men were encouraged to use Prostate Cancer UK’s online Risk Checker to assess their risk and understand the next steps.

Throughout Prostate Cancer Awareness Month, participating retailers shared resources in‑store and online, helping to dispel common myths and highlight that a simple PSA blood test is the first step in checking for prostate cancer. By working collectively, the campaign demonstrated the powerful role businesses can play in supporting life‑saving health awareness and continues to encourage other organisations to join the effort.