Cigarettes go 'under the counter' at a Tesco store

The store is trialling the scheme to cover up its tobacco products. By law, all stores will have to do this by April next year.

The Government hopes this "under the counter" approach will further hit tobacco promotion and put more people off smoking.

The aim is to cut down the number of smokers in England from 20 per cent of adults to 18.5 per cent by 2015.

Tobacco products must be kept out of sight in large stores and supermarkets by April 2012. Smaller stores will have to make the change by April 2015.

Tesco are testing the new displays in a handful of their 2,865 stores across the UK, including the Market Harborough store, in The Square.

A Tesco spokesman said: "We are beginning to trial a new kiosk display in a small number of stores starting with Market Harborough to ensure it will comply with the law and, at the same time, work for both our staff and our customers."

Public health minister Anne Milton said: "We welcome this move by Tesco in Market Harborough.

"Tobacco displays will come to an end in supermarkets in April next year, and in all shops in 2015.

"This will help discourage young people from taking up smoking and help adult smokers who are trying to quit."

Shoppers praised the store's new initiative.

Dave Allen, of Nelson Street, Market Harborough, said: "I think it is an excellent idea.

"Cigarette manufacturers spend an awful lot of money making their products look sexy and appealing.

"If young kids have to ask specifically for cigarettes I don't think it will be quite so appealing."

The 53-year-old concert promoter said: "I think it is great the Market Harborough store is doing this.

"It's a step forward in the right direction."

Clara Taylor, 26, an engineering project assistant from Braybrooke, said: "It's a really good idea – it puts them out of people's minds.

"I don't smoke but I think people buy cigarettes because they are there – if they are not there it is slightly less tempting.

"If people are giving up smoking it will be good for them."

Nick Shaw, 32, who works at Harborough FM radio, said: "It was strange to see no cigarette products on display to start with. You would think they don't sell them anymore.

"I think it will put people off buying cigarettes. I am a smoker myself, but they won't be there for young people to look at."