A man has died in front of shoppers at a busy supermarket after suffering a "medical incident". Emergency services rushed to the Asda store in Swindon, Wiltshire, after receiving reports of a man in cardiac arrest, police said.

Responders spent around 40 minutes trying to save the man's life before he died at about 5.30pm on Friday evening. The Asda West Swindon superstore was reportedly briefly closed following the incident, with customers asked to leave. Wiltshire Police confirmed the death is being treated as non-suspicious.

A spokesperson told The Swindon Advertiser: "This relates to a medical incident which officers supported ambulance colleagues with.

"We were called to Asda, West Swindon, at 4.55pm following reports of a male in cardiac arrest.

"Extensive efforts were made to save the man's life, but he sadly died around 40 minutes later.

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"The death is being treated as non-suspicious and no one has been arrested."

Writing on social media, one person praised Asda for managing the situation with "kindness, respect and compassion".

They said: "I hope his loved ones can take some comfort in that. Rest in peace Sir."

Another, as reported by Metro, added: "My heart goes out to his family. Well done, Asda, who had the decency to close the store and give him some decency and respect.

"Emergencies like this call for stores to show respect and close, and I'm glad Asda dealt with this very sad situation in the correct way."

The man who passed away has not been named.