Sepsis warnings are to be included on milk bottles at supermarket Iceland in a bid to raise awareness of the life-threatening condition.
Own-brand cartons at the retailer will bear the message, Just Ask: Could It Be Sepsis?, as part of a partnership between the Iceland Foods Charitable Foundation (IFCF) and the UK Sepsis Trust.
The special bottles are already available in some sizes in stores around Scotland, north England and north Wales, and will be rolled out more widely in the Midlands and south of England in the next two months.
Dr Ron Daniels, chief executive of the UK Sepsis Trust, said: “We are so thrilled to be launching the milk bottle awareness campaign, in partnership with Iceland Foods Charitable Foundation.
“With their help, we will be able to raise unprecedented levels awareness in the hope that, having seen our branding on a milk bottle, people will feel empowered to Just Ask: Could It Be Sepsis?, whenever anyone presents who’s very unwell with an infection.
“We’re so grateful to the IFCF and we are incredibly excited to continue this momentum into 2019, to raise even more awareness.”
Tarsem Dhaliwal, chief executive of Iceland Foods, said: “By using the branding on Iceland’s milk, an everyday item for many and one of our bestselling products, we will reach millions of people across the UK.
“I’m confident that this new campaign will achieve new levels of awareness and educate a significant number of people on the symptoms to look out for.”
The UK Sepsis Trust branding will feature on Iceland-branded milk cartons until the end of 2019.