Morrisons and Tesco first UK supermarkets to introduce new rule at 1.3k shops
Morrisons has joined Tesco to roll out Sensory Support Boxes across all UK stores, helping neurodivergent and autistic shoppers manage anxiety and improve focus
Two supermarkets have introduced a new box initiative (Image: Witthaya Prasongsin via Getty Images)
Morrisons has followed in Tesco’s footsteps to become the second UK supermarket to introduce Sensory Support Boxes across all its UK stores.
The initiative, which kicks off in April to coincide with World Autism Acceptance Month, is a partnership with the National Autistic Society aimed at making shopping “more inclusive”.
“At Morrisons, we believe that everyone should feel welcome and comfortable while walking our aisles. However, we know that for many of our neurodivergent customers, the weekly shop can sometimes feel like a sensory minefield. Between the bright lights, the hum of the fridges, and the bustle of a busy store, it can be an overwhelming experience,” said Morrisons.
“We’ve worked closely with experts and the autistic community to ensure these boxes contain items that truly make a difference.”
Each box, designed to alleviate anxiety and enhance focus, includes fidget balls and spinners for stress relief, drawing boards and squish mats to “encourage a sense of calm and tactile grounding”.
By the end of May, Morrisons plans to have these boxes available in all 500 of its supermarkets.
Customers wishing to use one are encouraged to visit the Customer Service Kiosk at the start of their shop and speak to a member of staff, reports the Express.
Joseph Clark-Bland, Morrisons’ community manager, stated: “It’s a priority for us to ensure all Morrisons customers feel welcomed and understood.
“We’re proud to be leading the way in creating a more inclusive shopping environment for autistic people, their families, and all neurodivergent people across the UK.”
This sentiment was echoed by Peter Watt from the National Autistic Society, who pointed out that supermarkets are an essential part of daily life but can be overwhelming, especially for individuals with sensory sensitivities, due to their loud, bright, and crowded environments.
Morrisons is not alone in this initiative, as Tesco introduced its sensory support box scheme in 2024 to coincide with Neurodiversity Celebration Week.
Tesco’s boxes, which contain communication cards, ear defenders, sunglasses, and fidget toys, are available to borrow for free in all 509 Tesco Mobile Phone Shops and over 300 Tesco Extra and Superstore locations throughout the UK. Customers can also request these boxes at customer services or a Tesco Mobile desk.
“At Tesco Mobile, we’re proud to be leading the way and making shopping experiences more accessible and enjoyable for our customers,” declared Tom Davis, the company’s diversity, equity and inclusion manager.
“Customers who visit our phone shops are often digesting quite a bit of information and making decisions that require attention and focus, which may be difficult and overwhelming.”
He added: “We intend to rollout the sensory boxes to all 500 of our phone shops across the UK as well as continuing to develop them to ensure they are as helpful as possible for a diverse range of needs.”
For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.
