Manchester United have taken the first steps towards trying to improve Old Trafford’s flagging atmosphere by introducing a heavily discounted season ticket for 18-25 year olds seated in the lower Stretford End.

Fans in that age category sat in what is traditionally regarded as the loudest section of the ground will pay £285 for a season ticket, almost half the cost of the cheapest adult season ticket. United have also chosen to freeze season ticket prices for the seventh straight year.

The move follows a meeting between senior club officials and the Manchester United Supporters’ Trust (MUST) over ways to improve the matchday atmosphere as well as criticism from manager Jose Mourinho, who has been unhappy with the noise levels inside Old Trafford since taking charge almost two years ago.

Mourinho has criticised the atmosphere on several occasions, most recently after the 2-0 Premier League win over Huddersfield Town last month when he complained about the stadium being “quiet” and claimed the atmosphere at Portsmouth’s Fratton Park was far better.

Ed Woodward, the United executive vice-chairman, met with Mourinho over the matter and the club’s hierarchy are thought to share his concerns and are committed to addressing the situation.