Iceland in Swadlincote will be reserving the first two hours of trade on Wednesday for elderly customers.

The store will be open from 9am-11 on the 18th to allow them to get what they need during the Coronavirus spread. What Swad Needs To Know

The recent spate of panic buying means the store has rethought its opening hours and will look after those who are finding it difficult to shop amid the recent spate of binge-buying.

Iceland will also be restricting its opening hours from 9am-5pm Monday to Saturday and 10-4 on Sunday.

Jess Hudson, from the Pipe Works-based Iceland store in Coppice Side, explained the thinking behind the scheme.

"It's to take the pressure off the store with all the panic buying," she said.

"It's also to support the supply chain.

"We've also set aside two hours on Wednesday so elderly customers can come in and get what they need without people swarming around them. It's for the elderly and vulnerable."