ASDA in Hereford is doing its bit to help alleviate period poverty.

The supermarket is supporting Hey Girls, a social enterprise which provides sanitary towels for women and girls who cannot afford their own.

Asda Hereford and Hey Girls have joined forces to launch the Buy One Give One model, which will see a packet of towels donated to someone in the community for each pack purchased in store.

A spokesperson for Asda Hereford said: “Celia and everyone at Hey Girls are tackling an ongoing problem that really does need to be addressed more publicly. Period poverty affects many people across the country and we’re delighted to be involved in this fantastic initiative to help those in need.

"Feedback from everyone who has spotted the Hey Girls products in store has been incredibly positive so we look forward to working with the business closely and helping as many people as we can in the local community.”