Morrisons stores in the county are set to become the first to introduce a "quieter hour" designed for customers with autism.

The supermarket giant will cut noise levels every Saturday from 9am to 10am in a bid to make shopping less of an anxious experience.

The quieter hour initiative has been backed by the National Autistic Society and will lead to training for staff about issues faced by autistic customers.

The supermarket carried out a trial earlier in the year in three of its stores to find out what improvements could be made and to find a convenient time each week for the quieter period to take place.

During quieter hours the store will:

● Dim the lights

● Turn music and radio off

● Avoid making tannoy announcements

● Reduce movement of trolleys and baskets

● Turn checkout beeps and other electrical noises down

● Place a poster outside to tell customers it is the quieter hour.

Andrew Parkinson from Morrisons' Folkestone store said: “Our initial trials showed there is a need for a quieter shopping experience.

"We hope that these changes make a real difference for some of our customers at our store.”

Daniel Cadey, 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.”