Sainsbury's Chief Executive Justin King
Media playback is unsupported on your device

Sainsbury's profits make it second biggest supermarket

Sainsbury's has overtaken Asda as the country's second largest supermarket chain, according to its latest sales figures.

Chief executive Justin King told the BBC's Today programme that although they are a long way from catching up Tesco, "in terms of sales... we are number one on most measures of service and availability".

Mr King also explained why he is taking Tesco to court over its "Price Promise" campaign because they aren't comparing "like with like."

He said: "Our research shows that over 80% of customers think that how product is sourced is an important part of the decision they make, when they buy.

"We can source our ham from high standard, from farms in the UK. And Tesco can compare that with their ham, farmed to lower standards, and from somewhere undefined in Europe," he added.

First broadcast on BBC Radio 4's Today programme on Wednesday 13 November 2013.

  • 13 Nov 2013