A supermarket chain has begun testing a new checkout lane designed specifically for customers who have stopped asking how much groceries cost.

Shoppers entering the lane simply place their items on the conveyor belt, stare quietly into the middle distance and present a payment card when instructed.

Receipts are optional.

Price displays have also been removed following customer feedback suggesting that knowing the total in advance provided little practical benefit.

Early trials have reportedly reduced checkout times considerably, particularly among customers purchasing cheese, coffee or anything described as "premium."

The company stressed that traditional checkout lanes will remain available for shoppers still possessing optimism.