THE latest craze of people deciding to tip icy water over their heads for charity has had an unexpected side-effect on shops.
Various stores across Burton have reported having to turn customers away because they have run out of bags of ice cubes.
It was noticed by one Mail reader who, after being nominated to complete the ALS ice bucket challenge, popped to her local Co-op only to find it had been cleaned out of ice.
Others including Sainsbury's Local shops and various Tesco Express stores said they too had completely sold out.
Michael Twemlow, store manager at Sainsbury's Local in Burton Road, Branston, said: "Sales of ice have definitely been up here since the start of the ice bucket challenge.
"We've ran out of stock until our next delivery and I know that other stores have experienced the same thing.
"Sales figures have gone up massively across the whole company."
Tesco has also noticed a spike, and in light of the extra ice sales the company has decided to donate all additional profits to the cause, which aims to support people who suffer from motor neurone disease.
Tesco's donation currently stands at £20,000, and the amount is expected to go up significantly over the coming weekend.
Greg Sage, community director for Tesco, 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 Association to be the ones to benefit."