Waitrose managing director Steven Esom disclosed a sparkling set of Christmas trading results this week as the supermarket showed it continues to go from strength to strength.

Five-week like-for-like sales rose 5.6% for the period to 6 January with total sales up 10.8%. "This performance shows customers appreciated high quality produce and excellent service," he said, adding that the chain's newly acquired branches had traded well above expectations and attracted a high number of new customers.

Waitrose's foray north of the border last year had been a hit with customers, said Esom. The retailer's two new Edinburgh stores had been stealing market share away from its rivals.

"The two stores performed better than we had anticipated and we were stunned at how far some customers had travelled to get to them. This demonstrates the lure of good food is not dictated by a postcode. We are taking market share from customers who are concerned with quality and where their food comes from."

Top selling products included premium items, with organic turkey sales up by a third compared with last year. Waitrose plans to continue its expansion into Scotland over the next 12 months. Glasgow is earmarked as the next area for development later this year.