A focus on fresh fruit and veg and no-frills price cuts are helping to bring in over a million more shoppers a week than last year at Safeways.

The supermarket chain, run by former Wal-Mart chief executive Carlos Criado-Perez, also reported a big increase in like-for-like sales in the first three months of the year of five per cent.

Overall sales grew by 8.6 per cent in the first quarter. Mr Criado-Perez said: "Our new strategy is transforming Safeway - attracting more clients, driving more sales and now delivering more profits.

"Every week we are getting better and stronger as our plans to give shoppers the things they want - great offers, the best fresh foods, the best availability and the best service - become a reality in our stores."

Chairman David Webster added the company was on course to report good profit growth by the half-year stage in November.

The new pricing drive replaced Safeway's loyalty card scheme, which was ditched due to lack of interest from shoppers.

Safeway has also undertaken an investment programme to upgrade its stores with fresh and prepared foods which will be "radically different to anything currently available in the UK".