Parents are to be encouraged not to shout at children having tantrums in supermarkets in a new campaign being launched by the Home Office minister.

Beverley Hughes, who has responsibility for family policy and social cohesion, will unveil a booklet and video produced by the National Family and Parenting Institute (NFPI) in London on Thursday.

It urges parents of children "throwing a wobbly" while out shopping to "take a deep breath and count to 10".

The �50,000 campaign has been funded by the Department of Health, with further money for distribution coming from supermarket chain Tesco.

If your child does have a tantrum in the supermarket, they may be too upset to listen to your reasoning

NFPI leaflet

About 40,000 copies of the booklet and 5,000 videos will be distributed free.

The advice states: "If your child does have a tantrum in the supermarket, they may be too upset to listen to your reasoning.

"Try to ride the storm, prevent anybody being hurt and wait until they are calmer before trying anything else."

Another suggestion is: "If a child is likely to fight over a favourite toy, the parent should hide it."

NFPI chief executive Mary MacLeod said the campaign "brings together knowledge from experts and the experience of other parents".

Child psychiatrist Stephen Scott added: "One demonstration of 'how it can be done' on video is worth a thousand words of instruction or advice."