Police have issued an urgent appeal for information after a seven-year-old boy went missing from an Taunton supermarket. Using its social media accounts Avon & Somerset Constabulary have stated that Jay was reported missing today (October 6) at around 3.30pm.

The force said: “He was with his mum at the Asda, in Creechbarrow Road, in Taunton, when he has wandered off. Officers are out looking for him but we are asking for people to keep a look out for him.”

Jay is white, slim, around 4ft 3ins tall with short brown hair. He was wearing a red and blue Newcastle football shirt as pictured, black shorts and green trainers.

(Image: Avon and Somerset Police)

If you see Jay call police immediately using the 999 emergency number, quoting log 628 of October 6. Alternatively, if you have any information call 101.