The new policy – again, designed to help men with incontinence or other health issues – has caused outrage among the anti-woke brigade, as you might have expected, despite the fact that nowhere in Morrisons’ statement did they mention trans people.

“Then that’s the last time I’ll shop at Morrisons utter woke nonsense,” one disgruntled user, who appeared to be a man based on his username, said on X.

Another person, despite no mention of periods, reacted with: “Jesus wept. Why? Men cannot get periods. Not even the ones pretending to be women. Stop it. Otherwise I feel a boycott is coming.”

Someone else said: “Quite ridiculous. Morrisons your virtue signalling waste of time and money is also an insult to women. Only women as defined in the Equalities Act can have periods. Women use women’s toilets. It’s that simple.”

The "anti-woke" crowd will find any excuse to hate and discriminate.