Asda has announced that its 'quieter hours' shopping slots will be a permanent fixture.
The hours were initially introduced as a way to help shoppers with hidden disabilities, such as autism.
The supermarket will also be sponsoring the annual learning subscription service Purple Tuesday 365.
The quieter hour will take place from 2pm to 3pm on Mondays to Thursdays.
Asda is rivalled by the likes of Britain's biggest grocer Tesco, Sainsbury's and Morrisons, Birmingham Live reports.
Lidl and Aldi are also among its competitors, as well as M&S, Iceland, Waitrose and more.
Asda chief supply chain officer and exec sponsor for disability Mark Simpson said: “There are an estimated 14.1 million people with a disability living in the UK, and 80 per cent 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.
