SAINSBURY’S has apologised to a mum who was told it was “inappropriate” to breastfeed at their Kidderminster store.

Beth Coles visited the store on carpet Trades Way on Friday, June 24 with her partner James.

The 25-year-old was discreetly breastfeeding their daughter Rosie in their car when an employee knocked on the window and asked her to stop as it was “inappropriate”.

Beth is diagnosed with post-natal depression and borderline personality disorder, so the incident has left her feeling “fragile” and struggling to leave her home in Droitwich.

However, Beth has received huge support on social media with many mums and breastfeeding advocacy groups coming to her aid.

Sainsbury’s has now tweeted Beth with an apology and contacted her via phone call.

She said she has received an apology from the Kidderminster store manager. 

The supermarket chain tweeted: “Hi Beth, I'm sincerely sorry about your experience when visiting our Kidderminster store.

"It was unacceptable, as breastfeeding is always welcome at our stores.

"I want to reassure you that the store is fully aware of this interaction thanks to your report and the information provided to our Careline team by a family member.

"The store is currently investigating this matter and will make sure appropriate action is taken."

Beth said she appreciates Sainsbury’s for finally contacting her and thanked everyone for their support.

She added: “I have in part all I personally wanted”.

Previously Sainsbury’s told The Shuttle: “We have apologised to Ms Coles for this unacceptable experience and we have reassured her that breastfeeding is very welcome in our stores.

“We are investigating with the store and further training will be provided to our colleagues where necessary.”

We have asked them for further comment.

It is illegal for anyone to ask a woman to stop breastfeeding or to cover up in a public place.

This week is also World Breastfeeding Week celebrating and highlighting the benefits of breastfeeding.