Supermarket group Sainsbury’s has rejected a claim made by Asda chief executive Andy Clarke at yesterday’s IGD Convention about the pair’s respective own-label market shares.

Clarke told the event that Asda had overtaken Sainsbury’s, helped by the launch of Chosen By You.

He said: “Last year we launched Chosen By You. It’s now the fastest growing own-label brand in the UK and makes up 40% of our food sales.

“For the first time in our history our private label market share is ahead of JS.”

However, after consulting with market monitor Kantar, a Sainsbury’s spokesman dismissed Clarke’s claim.

He said: “We totally refute Asda’s claim that they have overtaken our market share for total own-label sales, as proven by the latest industry data. 

“Customers continue to rate us as number one for quality of own-label and the relaunch of our core own-label range by Sainsbury’s is only reinforcing our leading position.”

An Asda spokesman said that Clarke’s comments referred specifically to the mid-tier of own-label and that Kantar data supported the claim.