A CUSTOMER who claims she was turned away from the tills at Asda for wearing a Help for Heroes charity wristband has been assured by company bosses that those responsible will be dealt with.

She also received a bunch of flowers and an apology from the supermarket giant.

Beth Hoyle, of Whitworth, says she was turned away from the tills at Asda in Dane Street, because the checkout operator allegedly said ‘what she was wearing’ meant she supported the wars in Iraq and Afghanistan.

Mrs Hoyle complained to a supervisor following the incident last month but she was shocked to hear he backed his staff member’s approach.

Mrs Hoyle said she has now given further details about the incident to Asda's regional manager, and was also in contact with Asda House in Leeds.

She said: "I was given an apology, which is all I wanted, for any distress or upset caused. They also sent me a bunch of flowers.

"I explained my feelings and my concern that staff at Asda have suffered because of this, which isn't what I wanted.

"There are many more good and decent people work there than the ones who speak before they think, and it's a shame for them."

She added: "I have been assured that the people responsible will be dealt with.

"I now want to draw a line under it."

Rochdale MP Paul Rowen is now demanding reassurances that Asda will not discrimate against customers wearing the red and blue Help for Heroes wristbands.

Mr Rowen said he was "very concerned" by the incident and he has been contacted by constituents who were equally concerned.

He has written to the store manager and Asda's chief executive, Andy Bond, to ask what investigations are being carried out, and what action is being taken to ensure that another incident such as this does not happen again.

Mr Rowen said: "You have to stamp on this sort of thing very hard.

"It's probably down to one or two young members of staff who don't understand, but the manager needs to have a firm word with them."

Whitworth councillor David Chorlton, a friend of the Hoyle family, said: "Beth has been very upset by all of this so I'm happy that she’s received her apology, which is all she ever wanted."

Mr Rowen added: "This incident should not have happened but I would not like to see it getting out of hand.

"We don't want extremism from any source manipulating the situation.

"Rochdale has a good reputation for people of all backgrounds working together."

A spokesman for Asda told the Observer: "We continue to investigate to try and establish who the colleague Mrs Hoyle referred to could be.

"Our regional manager is in touch with the customer and has apologised for any upset the situation has caused and we’re in constant dialogue with Mrs Hoyle to update her on our investigation.

"We want to reassure all of our customers that we support our troops 100 per cent and are supporters not only for Help for Heroes, but we welcome the British Legion into all of our stores and have supported the troops in many ways over the years - whether that be by sending hampers over to the troops this Christmas, sponsoring events for them or arranging welcome home parties for our troops and their families.

"Rest assured, this is an isolated complaint that we are taking very seriously indeed."