Netto is to continue its drive to stock more leading brands after Warburtons bread proved a hit with customers.

The hard discounter introduced Warburtons, the UK's leading bread brand, into 145 of its 170 stores earlier this month.

Sales had "fully met expectations" and consumer reaction to the move had been "really positive, as expected", revealed Netto MD Richard Lancaster.

"It is pleasing to have yet another leading brand in our business," he said. "We are in discussion with several major brand owners."

Lancaster, who joined Netto at the start of the year from Sainsbury's, where he had been trading and marketing director of its convenience business, added: "With the discount sector predicted to grow to over 10% of the market in the not-too-distant future, and with Netto's unique position of being the home of brands in this sector, allied to a robust store opening programme, far-sighted brand owners are approaching us."