Sainsbury's sees sales rise by 6.2%

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Its 'Switch and Save' campaign in January has driven a 60% year-on-year rise in sales of its cheaper 'basics' range, the firm said.

Excluding fuel, the supermarket reported an overall 6.2% rise in like-for-like sales in the 11 weeks to March 21.

Chief executive Justin King said the better than expected sales growth represented a "resilient" performance from the group.

"We are seeing some significant changes in the mix of products customers are choosing to buy," he added.

His comments underlined the current intense competition in the discount sector with Tesco, Morrisons and Asda all jostling for position against the likes of Aldi and Lidl as shoppers look to make savings.

Sainsbury's also played up its ethical credentials after becoming the first major retailer to stop selling eggs laid by battery hens and increasing its range of higher welfare pork.

Meanwhile the firm gained a sales boost from its support for charity Comic Relief, which added 0.3% to like-for-like sales over the quarter.

During the run-up to Red Nose Day two weeks ago, the supermarket attracted more than 19 million customers, its highest ever outside the Christmas period.

Sainsbury's added that non-food sales maintained strong growth, with its Tu clothing range now available in 290 stores. Its online home shopping service saw sales growth of more than 20% over the quarter.