Like-for-like sales, excluding fuel, rose 5.5% at Asda in the three months to 30 June.

Without revealing figures, the supermarket chain said total sales, excluding fuel, increased in the ‘high single digits’ during the quarter as more upmarket shoppers visited stores.

A quarter of all new customers in the period were from the highest AB demographic group and sales of the retailer’s premium Extra Special range rose 20% during the period.

However, Asda said it was still attracting a broad range of shoppers, with sales of its standard own-label ranges and Smartprice value lines also up 20%.

“While our low prices are more important than ever, new customers attracted to Asda for the first time have been impressed by the quality of our fresh food and the choice that’s now available,” said Asda chief financial officer Judith McKenna.

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