Sainsbury’s has this week launched a new section on its website as it seeks to ramp up customer interaction with the brand.

The new section, called Trynation, features step-by-step video recipes. The site uses recipes featured on TV ads and from recipe tip cards that are available in stores.

Sainsbury’s backed the launch with its latest Jamie Oliver ad, unveiled this week as part of its “Feed your family for a fiver” campaign. The ad shows Oliver leading a cooking demonstration with Sainsbury’s food experts, known as the Try Team, as they cook a British burger.

The Try Team feature in the online recipe videos and will also be hosting cookery demonstrations across the country in stores and at food shows. Sainsbury’s is promoting these tours on its Facebook page.

Sainsbury’s said tip cards have become increasingly successful as shoppers are cooking more from scratch. Last year it printed 38.4 million tip cards and this year it will print almost 75 million.

Rival grocer Tesco is also understood to be revamping its grocery website to up customer interaction. It is thought the site will feature recipe searches where shoppers can place all the ingredients they need for a particular dish in their online shopping basket at once.

Asda is also ramping up its interactivity and plans to use some elements of social networking on its site. It already has a You Tube section where shoppers can send in their money saving ideas, called Saving You Money TV.