Sainsbury's chief executive Sir Peter Davis said the grocer will be competitive on non-food when the grocer pushes into the sector this autumn.
Speaking at the AGM, Sir Peter said Sainsbury's will have four price levels for its non-food range, but entry-level prices will be 'very, very competitive.' He admitted that Sainsbury's had not prioritised non-food 'quickly enough'.
Sir Peter has been under-fire from the City for not delivering significant like-for-like sales growth. He said that while he was not satisfied with sales performance over the last two quarters, the grocer has been focusing on its programme of overhauling its supply chain and improving customer service.
Sainsbury's like-for-like sales in the first quarter increased by 0.3 per cent and total sales rose 2 per cent.
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