This October, we’re proud to once again stand with Asda’s Tickled Pink campaign in support of Breast Cancer Awareness Month — and this year, we’re adding a little extra sweetness with our much-loved Jammy Joeys.

Asda’s Tickled Pink campaign works tirelessly to raise funds and awareness for breast cancer charities across the UK, supporting the vital work of Breast Cancer Now and CoppaFeel!. These charities focus on early detection, education, and life-changing research — making a real difference in the lives of those affected by breast cancer.

A Cause Close to Our Hearts

At Irwin’s Bakery, we believe in supporting causes that matter — and Tickled Pink is one that touches so many families, communities, and colleagues. We’re honoured to play our part by giving customers the chance to enjoy a familiar favourite while helping raise awareness for a truly important issue.

Say Hello to Tickled Pink Jammy Joeys 💗

For a limited time, our Jammy Joeys — soft sponge buns filled with sweet raspberry jam and topped with icing and sprinkles — are proudly wearing pink in support of the campaign. Whether you’re packing lunchboxes, sharing with friends, or treating yourself to a tea-time favourite, you’ll be helping shine a light on the importance of regular checks and early detection.

In Stores Now

You’ll find our special Tickled Pink packs of Jammy Joeys in Asda stores across Northern Ireland this October. So next time you’re shopping, pop a pack in your trolley and help us support this life-saving campaign.