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The supermarket, which has lagged far behind Tesco in persuading customers to order remotely, has begun internal trials of a TV-based Sainsbury's To You at its London headquarters.

If staff react favourably to the test, it is likely to be rolled out onto the NTL digital cable TV platform later this year.

The trial follows the closure last year of Taste, Sainsbury's digital TV joint venture with Carlton.

It is a significant decision for the chain as it increases emphasis on new routes to market and revamps its stores to promote remote shopping more aggressively.

The company's chief executive, Sir Peter Davis, has stated that Sainsbury's will market the convenience of its home shopping operation Sainsbury's to You (story, page 10).

"I can confirm that we are running internal trials of interactive TV, but cannot give any further details,

said a Sainsbury's spokesman.

Asda launched its online shopping operation, Asda@-home, on the Sky Digital platform earlier this year. A spokesman for Asda said it was "progressing well

and would be rolled out to further areas at the same time as the web site.

Tesco, the world's biggest online grocery retailer through Tesco.com, has yet to take the plunge into interactive TV.