With packed aisles and Sunday services, there is an unholy alliance between supermarkets and the Church.

But Asda at Hollingbury in Brighton has become the first superstore in Sussex to bridge the gap by appointing its own chaplain.

The Rev Vernon Brooke's congregation can be found in queues rather than pews and dog food is more prominent than dog collars.

He has already started making a positive impact on customers and the 700 staff.

Mr Brooke, 62, said: "I have been surprised at how many people are interested in talking about their lives and relationships.

"I come from a Church background but in a community like Brighton there are people from all sorts of religions.

"There are two sides to my role - there is the community side but also there is a growing interest in spiritualism in people.

"People can come and talk to me. I relate primarily to colleagues at the moment. I do not approach customers unless they stop me."

Mr Brooke, who lives in Patcham, has been an industrial chaplain for 33 years, serving in factories, steelworks and coal mines.

He now visits the Asda store for a few hours a week, usually on Tuesdays or Thursdays, alongside his work for several other firms in the area.

The store offers loaves and fishes aplenty - more than enough to feed 5,000.

Instead of communion wine and wafers, shoppers can purchase Blue Nun and Ryvitas.

The shop's events co-ordinator Lynn Ramzi said Mr Brooke attended morning meetings and was becoming more and more involved in the running of the store.

She said: "The Asda view is that this isn't about religion, it's about providing for the people in the community.

"We were searching for a chaplain for quite a while. It is something Asda wants in every store eventually. At Christmas, we had a carol service and Vernon led the reading."

Mr Brooke maintained a dignified silence when asked if he regularly shopped in Asda, but added he tried to avoid grocery shopping completely where he could.

He was even unsure whether his new position qualified him for a staff discount.

Lynn confessed: "At the moment he doesn't.

"We will look into that one for him."