A trio of Asda employees turned their hands to midwifery when a woman gave birth in the supermarket on Thursday.
Three staff members at a store in Wakefield, West Yorkshire, heard a woman in distress in the customer toilets.
It turned out the mother-to-be, who did not wish to be named, had gone into labour and was in urgent need of medical attention to help deliver her baby.
The three staff members, Les Hepworth, Corrine Armitage and Karen Booth, helped the woman into the store's cafe and got towels and pillows from the aisles to make her comfortable.
An ambulance was called in to help but the woman went into labour before it arrived.
Mr Hepworth, a trained first-aider but who had no idea how to deliver a baby, was guided through the delivery by paramedics over the phone.
The newborn baby boy arrived just as the ambulance pulled up outside the store. Both he and mum are healthy, an Asda spokeswoman said.
She added that the store would also be sending the new mum a bumper pack of nappy essentials.
A statement from Asda read: "We are hugely proud of our colleagues who went above and beyond the call of duty to help a customer in need.
"We are thrilled to have a new addition to the Asda family and we want to congratulate the mother on her new baby boy."