Nocturnal shoppers can now stock up during the wee small hours in the regions's first 24-hour supermarket.

Asda, the self-declared pioneer of 24-hour shopping, has added its superstore in Pudsey to its growing number of stores around the country which are open round the clock, five nights a week.

The through-the-night shopping is in response to a recent report which revealed 24-hour shopping was becoming increasingly popular in a country where working patterns have changed immensely in the last 20 years.

Through its own research the supermarket chain has established the out-of-normal-hours service appeals especially to families, shift workers, and students.

The new opening times also coincide nicely with the start of the World Cup, which seems to come above everything else even the traditional weekly shop.

Although only 20 people decided to take advantage of the new hours between midnight and 6am today, the supermarket remains confident it signals the way to the future - and during the World Cup expects to see shoppers indulging in some post-match analysis in the lines at the check-outs.

One football fan who decided to cope with England's disappointing performance by getting a bite to eat was Alan Howard, 23, an IT trainer from Cookridge, Leeds.

"I came in here just to be nosy because I heard it had gone 24 hours and I wanted a sandwich after watching England lose," he said.

Others wanted to take advantage of the peace and quiet night-time shopping offered which also fitted in with their jobs.

Student nurse Kate Heslegrave, 23, of Calverley, was definitely a convert as she wandered the almost empty store.

"I quite like it and it's very peaceful at this time. It will be quite good when I'm working on night shifts."

Cath and Brian Morton who run the Lane End Fish Shop in Pudsey agreed.

"It's a novelty but it really helps us because we run a business during the day so it's easier to shop at night," said Mr Morton.

"It will be great at seasonal times as well like Christmas and Easter when the supermarkets get so busy."

Cathy Hughes, 30, a full-time mum from Pudsey, also found the deserted aisles a bonus - and an opportunity to do a bit of shopping without the children in tow.

"The kids are in bed and it's a nice time to shop and so peaceful. It's a bit of a struggle to get here by public transport but I got a lift here tonight."

For Geoff Upperton, 47, an electrician from Horsforth, the longer hours were a big boost as they stopped him going to bed on an emtpy stomach.

The longer hours were also a new experience for Caroline Regan, 24, who works on Asda's customer service desk and in the cigarette kiosk and one of five extra staff on duty in the store during the night.

"It's been quite busy tonight especially after the England match finished," she said.

"I'm working here from 10pm till 7.30 in the morning five days a week. I don't mind because I get more money and I get my weekends off."

Deputy grocery manager Stuart Wright said there had been 20 shoppers during the six hours to 6am which matched expectations.

Later in the week was bound to be busier and it could take six months for the experience of night-time shopping to really take off.

A spokesman for Morrison's said there were no plans to open any of its stores in Bradford for 24 hours. Tesco said the company had no plans to add to its 28 stores trading on a 24 hours basis. Sainsbury's said if there was demand Bradford it would respond.

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.