Asda's stores in Nottinghamshire will soon undergo a change designed to make a big difference to customers.
Following in the footsteps of rivals who have rolled out similar initiatives, the supermarket is introducing a 'quieter hour' for shoppers with hidden disabilities.
From 2pm to 3pm, Monday to Thursday, all Asda stores across the country will operate with dimmed lighting, quieter music and less footfall, reports Coventry Live.
This includes its branches in Hyson Green, Arnold, Strelley and West Bridgford.
The aim of this move is to allow the company's more vulnerable customers to cope better while doing their weekly shop.
Asda chief supply chain officer and executive sponsor for disability, Mark Simpson, said. "There are an estimated 14.1 million people with a disability living in the UK, and 80 percent of disabilities are hidden.
"So we hope that by introducing quieter times for customers to shop we will be able to make our stores more welcoming and inclusive for customers with additional needs."
Quiet hours have been launched by a raft of high street chains and supermarket giants over recent years.
To read all the biggest and best stories first sign up to read our newsletters here .
