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Iceland launches ‘Think Brain Health’ initiative with Alzheimer’s Research UK

Iceland Foods has teamed up with Alzheimer’s Research UK on an initiative to spread awareness of the lifestyle changes that can be made to help reduce the risk of dementia.

Recognising the role it can play to support its customers to make healthier choices when filling up their basket, Iceland will be running a ‘Think Brain Health’ promotion on all their fruit, veg, and salad produce in every UK store.

QR codes will be in store to direct customers to a hub of dementia information, including brain health tips and Iceland-ready recipes from Great British Bake Off star, Candice Brown.
Inspired by Alzheimer’s Research UK’s Think Brain Health campaign, Iceland Foods will launch the promotion in-store on World Alzheimer’s Day, 21 September, and continue through September, World Alzheimer’s Month.

In addition, Iceland Foods colleagues will learn about brain health through Alzheimer’s Research UK’s exclusive Think Brain Health e-learning platform. Colleagues can choose from a CPD-accredited 60-minute course or a bitesize 20-minute version. The training module covers information about dementia and details the simple lifestyle factors that can improve brain health and help reduce the risk of developing the condition later in life.

Iceland Foods Charitable Foundation will also donate £100,000 to Alzheimer’s Research UK.

Richard Walker, managing director of Iceland Foods and Alzheimer’s Research UK Ambassador, said: “Over half of us are connected to someone living with dementia and my mum, Lady Walker, was diagnosed with the condition over a decade ago. I know how important the incredible work of Alzheimer’s Research UK is, and Iceland will continue to provide support in raising much needed funds and awareness to help prevent this terrible condition from affecting so many people.”

Tim Parry, director at Alzheimer’s Research UK, added: “At Alzheimer’s Research UK, we think living a brain healthy life really is living the good life – experiencing new and challenging things, socialising, and being healthy – all while helping to reduce the risk of dementia as we age. That’s why we’re incredibly excited to see Iceland Foods raise awareness of Alzheimer's Research UK and the importance of brain health, while empowering so many people with the knowledge to keep their brains healthy during World Alzheimer’s Month.”

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