Tesco has donated the profits from its ice cube sales to charity and challenged other supermarkets to do the same in the wake of the ice bucket challenge craze.
The retail giant said it has sold more than 36 million individual ice cubes over the last week as the fundraising phenomenon took hold across the UK.
So far it has donated £20,000 to the Motor Neurone Disease Association and nominated competitors Sainsbury's, Asda and Morrisons to follow suit.
Tesco community director Greg Sage said: "The ice bucket challenge has done an amazing job of raising awareness of motor neurone disease. An incredible number of people all over the world have taken part, including a huge number of Tesco colleagues.
"We've seen a big increase in sales of bags of ice as a direct result of this phenomenon, and we want the Motor Neurone Disease (MND) Association to be the ones to benefit. That's why today we've pledged to donate the extra profits we make to them, and we nominate Sainsbury's, Asda and Morrisons to do the same."
The donation follows a call from Scottish Secretary Alistair Carmichael who said supermarkets profiting from increased sales of ice during the craze should donate the proceeds to charity.
The Orkney and Shetland MP was himself doused in sea water and jumped into the North Sea from Tingwall Pier in Orkney this week, with proceeds going to MND Scotland on behalf of sufferer Gordon Aikman.
Mr Aikman, director of research at the pro-UK Better Together group, launched the Gordon's Fightback campaign for more funding and support for MND sufferers after he was diagnosed with the condition earlier this year and warned he could be in a wheelchair by Christmas.
Mr Carmichael said: "People who are aware of Gordon Aikman's campaign to raise awareness and funds for MND Scotland cannot fail to be impressed by his bravery and enthusiasm in hugely challenging circumstances.
"I was delighted to take part in the ice bucket challenge and am pleased to report that the feeling has now returned to my fingers and toes.
"Ice is not usually in short supply across the Northern Isles but the ice bucket challenge has seen something of a run on bags of ice in Orkney and Shetland recently.
"I think that it is right that those profiting from these extra sales should give something back. I nominate the major supermarket chains to get involved and back this campaign."
He said following Tesco's announcement: "This is good news and well done to Tesco for supporting such a good cause. I hope that other supermarkets will follow their example. There is a 24-hour limit on nominations. The clock is ticking!"
Mr Carmichael's ice bucket challenge video is available to view on YouTube and donations to MND Scotland can be made through http://gordonsfightback.com.