Its newly redesigned Taste the Difference range is showing double-digit growth, it claims, although sales of Basics products experienced "marginal decline". A "compelling" general merchandise and clothing strategy was fuelling growth at "around twice the rate" of food sales, while online grocery sales are up 15% year on year, accounting for over £1bn in annualised sales. Chief executive Justin King believes the success can be attributed to Sainsbury's "values-driven" culture, following its high-profile dispute with rival Tesco over its price comparison scheme : He said: "We are helping customers 'Live Well for Less' through high-quality, affordable own-brand products, Brand Match, Nectar and targeted coupon-at-till promotions.