A SUPERMARKET chain is introducing a 'Quieter Hour' in all of its shops in a bid to become more inclusive.

Morrisons, which has stores in Reading, Bracknell and Woosehill, will dim the lights, turn off music and reduce tannoy announcements on Saturday mornings to help customers who struggle with the noises associated with supermarket shopping.

The initiative has been created with the help of the National Autistic Society to help create an environment that is inclusive for all customers.

Many people who are autistic and those with autistic children can find shopping in a supermarket an anxious experience.

Having carried out a trial at stores across the UK earlier in the year, bosses identified improvements that could be made, as well as the best time for Quieter Hour to take place.

From Saturday, July 21, every store will introduce a Quieter Hour between 9am and 10, which will include:

  • dimming the lights

  • turning the music and radio off

  • avoiding making tannoy announcements

  • reducing the movement of trolleys and baskets

  • turning checkout beeps and other electrical noises down

  • placing a poster outside to tell customers it is Quieter Hour

Daniel Cadey, the from the National Autistic Society said: "Around 700,000 people are on the autism spectrum in the UK. This means they see, hear and feel the world differently to other people, often in a more intense way. Morrisons ‘Quieter Hour’ is a step in the right direction for autistic people who find supermarket shopping a real struggle.”