Asda has revealed that that’s its profits rose by 10.4% last year, due to strong growth in non-food. The retailer reported a profit of £670.8m for the year to January 31 this year, on sales that grew 10% to £13bn.

Asda said that new non-food initiatives, such as photo kiosks, pharmacy and jewellery had all played a key role in driving profit. A company spokesman said: “The results reflect that customers like what we are doing. They compare well with our main competitors.”

Las month Asda opened its first Asda Living store format in Walsall, which is solely dedicated to non-food.

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