Asda is launching a "quieter hour" to better cater to shoppers with hidden disabilities.
The retail giant is introducing the thoughtful initiative for customers after similar measures were put in place by other chains, according to Birmingham Live.
The supermarket will also be backing the annual learning subscription service Purple Tuesday 365.
The supermarket's "quieter hour" will take place between 2pm and 3pm on Mondays to Thursdays, with the company also planning to sponsor annual learning subscription service Purple Tuesday 365.
“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,” Asda chief supply chain officer and exec sponsor for disability Mark Simpson said.
'Quiet' hours have been launched by a raft of high street chains and supermarket giants over recent years.
The aim of such hours - which include dimmed lighting and quieter music, as well as less footfall - is to help customers who may have hidden disabilities cope better while doing their weekly shop.
Asda operates 633 stores across the UK.
