Asda has announced it is launching a touching gesture for its loyal customers with hidden disabilities.
The supermarket giant is introducing a "quieter hour" between 2pm and 3pm on Mondays to Thursdays.
The move follows similar initiatives from Asda's competitors, reports Birmingham Live.
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The supermarket retailer's chief supply chain officer has said Asda hopes it "will be able to make stores more welcoming and inclusive for customers with additional needs" by introducing the measure.
Lights in Asda stores across the UK will be dimmed during 'quiet' hours and music will also be played at a lower volume.
The aim is to help customers who may have hidden disabilities feel more comfortable as they complete their weekly shop.
Mark Simpson, chief supply chain officer and executive sponsor for disability, 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."
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