As Sainsbury’s CEO Mike Coupe prepares to unveil his strategic update, the retailer has hinted its new pricing strategy is paying off.

Retail and operations director Roger Burnley told Sainsbury’s staff magazine The Journal that early signs following the launch of the strategy in September were that customers were “still buying products on ­promotion, but also buying things at the new lower regular price when they typically weren’t before.”

Sales of Cathedral City mature Cheddar cheese and Young’s formed scampi, for example, had both “more than doubled at our regular lower price,” he said

The new pricing strategy has seen Sainsbury’s reduce the difference in price between on and off-promotion products, introduce clearer shelf-edge labels and fewer fractions and percentages on labels.

Coupe will reveal his strategic plans for the retailer on Wednesday (12 November).