Supermarket chain Sainsbury's is rolling out an intensive training programme for all its staff as part of a strategic overhaul.

The retailer is launching a £10m marketing campaign called "Try Something New Today", fronted by Jamie Oliver. It will include all areas of the company's operation with staff training at its core.

Justin King, Sainsbury's chief executive, said: “The announcement marks a change in how we will serve our customers and the start of a company-wide training programme equipping every colleague to improve the customer experience in store.

"As part of this change, more than 1,000 managers from stores and central teams, including the board, are all going through a two-day training course to change the way we lead the business. Every store colleague will also receive customer service training by the end of October.

“We believe this is the biggest commitment a Sainsbury's board has made to align every colleague behind a single aim - in our case to make Sainsbury’s great again,” he added.