TNS Worldpanel said Sainsbury's share of the market over the highly successful festive period for supermarkets increased from 16.2% to 16.4%. Asda remained on 16.6% while Tesco secured 31.4% of the market. Mr King said Sainsbury's stores benefited from a focus on fresh and healthy food led by a promotion featuring TV chef Jamie Oliver. The Taste The Difference range saw sales jump 20% in the third quarter. The supermarket is midway through the Making Sainsbury's Great Again turnaround plan introduced by Mr King after he took over three years ago.