ASDA has changed the name of its "feminine hygiene" aisle and most shoppers are thrilled.
The supermarket has made the move to update its in-store signage to say "period products" instead.
According to Asda, the update marks a move away from the word "hygiene", which some felt had a negative association.
Some shoppers thought that by calling the section a "hygiene" range, the implication was that periods were the opposite of that – unhygienic.
The supermarket has recently been praised for a "relatable" lingerie ad, with shoppers saying the store was "setting the standard" for others.
An Asda spokesperson said: "We're proud to have made this change in our stores to better reflect shoppers' attitudes around period products.
"These items are an essential part of the shop for so many, so this change in wording helps us move towards removing the stigma from periods and period products."
Shoppers discussed the bold move on social media, with most approving of the change.
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One said: "Great news! It's more inclusive and better that they're using straightforward language rather than a euphemism as if the word period is somehow taboo."
Another said: "I've always found 'feminine hygiene' a weird description anyway, so I'm very happy now."
A third said: "It's great they're recognising that periods are not 'unhygienic' and representing menstruators who aren't women."
While another simply said: “H*ll yes, let's say the word period!”
But not everybody was convinced.
One shopper wasn't sure why the aisle had to signpost the one range of products.
They said: "Feminine hygiene covers a lot more products than just ‘period products’ how ridiculous! Own goal Asda."
Another, simply over the fuss that had been stirred up over the change, said: "Should have called it period drama!"
The store has also made the move to slash the price of the morning after pill in stores and online
The medication is now £9.89 which is down from around £13, and the price cut is aimed providing easier access.
Asda was recently crowned the cheapest major supermarket by consumer group Which?.
The supermarket has also made a big change to fruit and veg aisles to keep food fresher for longer last month.
But motorists weren't quite so happy about a change at the supermarket's fuel pumps that meant a £99 charge was introduced.
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