Morrisons has this week become the first grocery retailer to roll out a new toilet policy across its UK supermarkets. The chain, which operates just under 500 stores nationwide, has confirmed the installation of male sanitary bins in customer toilets throughout every single branch.

Through this initiative, Morrisons claims to be the first supermarket to comply with "The Bog Standard" guidelines, developed by phs Group and Prostate Cancer UK to help organisations provide crucial support for men experiencing incontinence, including many who have undergone life-saving prostate cancer treatment.

The retailer states it implemented the measures following customer feedback, "alongside its broader commitment to continuously improving accessibility and inclusive facilities for all customers".

The announcement has been warmly received by shoppers online who are all echoing the same sentiment – "well done" to Morrisons.

One customer commented: "My father needed such facilities after having a stoma for stage 4 bowel cancer, it used to be really hard to find the facilities needed. Well done Morrisons."

Another remarked: "At last, a sensible move. In Morrisons, Bridport, a desperate guy used to put his incontinence pad down the loo. It was blocked for two days at a time. So good thinking at last."

A further shopper said: "As I have bladder cancer, can only say well done Morrisons. The fact you are making this facility available is a tribute to you." Meanwhile, another user chimed in: "A small move which will improve the lives of many. Well done Morrisons."

The rollout does not extend to the brand's convenience stores, as not all Morrisons Dailys are equipped with toilets.

David Scott, Corporate Affairs Director at Morrisons, said: "We are proud to be the first supermarket to meet The Bog Standard guidelines in every one of our stores.

"By listening to our customers and working closely with both organisations, we recognise the challenges many men face when living with incontinence.

"Providing appropriate facilities across all Morrisons stores is an important step in helping customers feel more confident and supported when out and about, while also improving access to suitable facilities nationwide."

Nick Ridgman, Head of Support Services at Prostate Cancer UK, said: "Many men need sanitary bins so they can dispose of their used pads discreetly and hygienically – but often these bins are nowhere to be found in men's loos. It's causing men stress and shame and keeping them from going out, heading to work or even doing the things they love.

"Morrisons is making its stores more welcoming and accessible for every employee/customer and we hope other companies will follow. We wholeheartedly support the Dispose with Dignity initiative and hope to see the UK Government supporting our call to change HSE guidance. This is the only way we can ensure men will have access to a male sanitary bin if they're using toilets in public spaces." This latest initiative follows Morrisons' previous introduction of stoma-friendly toilets across all its supermarkets in March this year. The retailer also added new NHS messaging on its own-brand bath and shower products to assist more customers in identifying potential cancer symptoms at the earliest opportunity — both of which were reported to be supermarket firsts.

Prior to that, Morrisons also rolled out Sensory Support Boxes, developed in partnership with the National Autistic Society, designed to enhance the shopping experience for those living with autism.