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Police have been telling Heart that a man's threatened a shop assistant with a knife before taking cash.
The incident happened at about 12.40pm when a man entered Aylsham Convenience Store demanding cash before threatening the shop assistance with a knife.
The robber stole a quantity of cash from the till and cigarettes before fleeing the scene on a white mountain bike. The male shop assistance was not injured but left shaken following the incident.
The suspect is described as a white, aged between 35 and 40, medium to stocky build, about 6ft tall with a shaved head. He was wearing a dark coloured hooded jacket with a North Face logo on the back shoulder, blue jeans with a tanned coloured patch on the rear and a red stripy belt.
Police would like to hear from anyone who may have been in the area around the time of the incident or has information concerning the suspect.
Witnesses should contact Det Con Craig Brooke at Norwich CID on 101 or call Crimestoppers anonymously on 0800 555 111.