The man behind a reported ‘unacceptable racist outburst’ directed at a family of Asian heritage in Bolton has been sacked.

The incident, in which a man appearing to be wearing a uniform belonging to Accrington based trucking firm Accolate Logistics directed a torrent of vile abuse at the family, has already attracted widespread condemnation.

Accolade Logistics has now apologised to anyone who witnessed the abuse and has confirmed that the man was ‘immediately dismissed’, while they are also cooperating with a police investigation.

A statement from the company said: “We would like to profoundly apologise to anyone that has witnessed or seen this totally unacceptable racist outburst.

“Accolade Logistics have been providing a very reputable delivery service for over 20 years.

“We employ a multicultural work force and do not and will not tolerate any kind of racist abuse.

“This person has been immediately dismissed from our company and we are already assisting the police with their enquiries.

“Once again our sincerest of apologies.”

The incident is believed to have occurred on Blackburn Road, Bolton near to the Asda supermarket at some point on Friday.

A police spokesman said:"officers were called shortly after 9am on Friday 30 September to Blackburn Road in Bolton to a report of a road traffic collision and reports of a disturbance.

"Our enquiries have established that a 39-year-old man and a 39- year-old woman were assaulted and have suffered from minor injuries.

"During the assault, the man and woman were subject to racial verbal abuse.

"A man in his 50s from Blackburn has been arrested on suspicion of racially aggravated public order and assault. He has since been released under investigation."

A video, appearing to show the abuse which occurred after a road accident, has since been widely circulated on social media.

It appears to show the man aiming a string of highly offensive, derogatory terms at a man and a woman of South Asian heritage, while he also is heard to tell them that they are ‘not British.’

He also is heard to apparently admit to being ‘racist’ and tells the couple that he hates them.

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The video prompted an immediate reaction from concerned community members across Bolton, East Lancashire and beyond.

Cllr Mudasir Dean Dean Executive Cabinet member for Stronger Communities and Policing said: "This sort of behaviour is vile and absolutely unacceptable.

"' Its really heartbreaking to see this type of behaviour in our town."

He praised police and the business for their 'swift actions'.

Bolton Council opposition spokesperson for stronger communities Cllr Rabiya Jiva has confirmed that Greater Manchester Police have been made aware of the incident and are investigating.

Cllr Jiva also said that she was personally looking into the matter and sought to reassure people it was being dealt with.

Greater Manchester Police have been approached for comment.