British supermarket chain Asda has partnered with hearing aid retailer Amplifon to pilot an in-store hearing service in the UK.

Amplifon will provide hearing services in Asda’s stores in Altrincham, Harrogate and Long Eaton.

During the trial, Amplifon will use advanced hearing technology and offer free hearing tests and hearing aid trials, as well as a range of tailored hearing aid options.

The trial will make Asda the first UK supermarket to offer an in-store hearing service.

Asda Healthcare Partnerships manager Maq Din said: “There are 6.7 million people in the UK who could benefit from a hearing aid, so we are delighted to work with an established company such as Amplifon to offer this convenient service in some of our opticians.”

Amplifon will offer hearing services on Thursdays at the Altrincham store, Wednesdays in the Harrogate store and Tuesdays in Long Eaton.

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The service will also be available at each store every Friday.

Amplifon claims to be a leader in the global hearing segment, serving more than ten million customers across more than 29 countries.

The company runs 136 hearing centres in the UK.

Amplifon UK marketing head Anibal Oliveira said: “Partnering with Asda is one more step in our mission to help those who struggle with hearing difficulties to rediscover the emotions of sound.

“We bring our expertise in hearing care, delivered by our hearing care professionals, built on over 70 years of worldwide experience.

“I believe the collaboration between Asda and Amplifon will bring a better quality of life to many more people, and we are really excited to start this journey.”

Last week, Asda announced plans to open its first two Asda Express stores in the UK over the next two months.

Each store will offer around 3,000 products, including fresh and chilled groceries.