Supermarket giant Morrisons will extend Quieter Hour into afternoon slots Monday to Thursday.
The Quieter Hour can create a calmer and more enjoyable shopping experience for those who struggle with music, loud noises and bright lights.
Morrisons will run Quieter Hours between 2pm and 3pm Monday to Thursday every week, with the rollout starting now on World Autism Acceptance Week.
This is in addition to the weekend Quieter Hours that take place between 9am and 10am on a Saturday and during the first hour of trade on a Sunday.
Shoppers can now benefit from the quieter times during the week
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During the quieter hours, the supermarket ensures there are no unnecessary noises that could add stress to customers sensitive to this.
The supermarket will turn off music and the radio, avoid making tannoy announcements, reduce the movement of trolleys and baskets and turn down checkout beeps.
It will also operate with a lower level of lighting and place a poster outside informing customers that Quieter Hour is taking place.
Business sponsor of ability at Morrisons Charlotte Exell said: “The weekly shop can be a daunting task for those who may struggle with noises associated with it, from the crashing of trollies to loud voices and music.
"At Morrisons, we are always looking for more ways to support customers, the Quieter Hour is incredibly popular in our stores across the nation so we have listened to customers and will now help more shoppers in our extended times.”
Corporate Partnerships Lead at the National Autistic Society Tianna Cowan added: “It’s fantastic that Morrisons is extending its Quieter Hour initiative to support more customers while shopping.
"For some of the more than 700,000 autistic people in the UK, the loud, bright and crowded environments of supermarkets can be overwhelming. That’s why it’s vital for all businesses to learn more about the often-small adjustments they can make to be more autism friendly.
"It’s great to see businesses like Morrisons taking the time to understand and create a welcoming environment for autistic people and their families.”
This comes as Morrisons shoppers are urged to check for a popular food item they may have bought.
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This comes as Morrisons shared a new food recall
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Cheese sold in Morrisons stores has been recalled over the risk of listeria which could cause diarrhoea and sickness. More use by dates are now affected.
The supermarket said in a statement: “No other products are affected by this issue.
“We apologise for the inconvenience this may cause and assure customers of our continuing commitment to the highest standard of product quality and safety.”
