The retailer has announced a 2.8% rise in like-for-like sales, excluding petrol, in its second quarter trading statement.
It attributed its promising performance to boosting its advertising and slashing prices.
The supermarket chain is investing £10m in sprucing up its image and has just launched its “Try something new today” slogan.
Same store sales, including fuel, rose by 4.1% and total sales were up 6.6% in the 16 weeks to October 8.
Sainsbury is aiming to boost sales by £2.5bn by March 2008.