Sainsbury's has launched a Twitter feed to tempt customers with new recipes.

The account, which went live this week, was designed to encourage shoppers to discuss cooking ideas, said a Sainsbury's spokeswoman.

"Our aim with Twitter is to create conversations around food and cooking," she added.

Sains­bury's launched its first Twitter account in March to share news and promotions. Tesco, Waitrose and Asda also use the service to communicate diet tips and information about promotions and recruitment.