Police have launched an urgent search for a missing seven-year-old boy.

Jay was last seen within the past hour inside Asda, in Creechbarrow Road, in Taunton, when he disappeared.

A spokesperson for Avon and Somerset Police said: "We are urgently appealing for the public's help to find missing Jay, aged 7.

"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.

"If you see Jay, contact 999 quoting log 628 of today (October 6).

"Alternatively, if you have any information, please call 101."

Jay is white, of slim build and about 4ft 3.

He has short brown hair. 

He was wearing a black and blue Newcastle United shirt, black shorts and trainers.