UK supermarket operator J Sainsbury has unveiled its new non-food range as part of a plan to increase its market share.

"Customers increasingly want supermarkets to offer other ranges and services in addition to their core food offer," chief executive Peter Davis was quoted by Reuters as saying.

Sainsbury's, which recently lost its second place in the UK market to Wal-Mart's Asda, said it was planning to offer 2,500 homeware and cookware products in about half of its stores by the end of October.

Sainsbury's main rivals, Tesco and Asda, both offer broad non-food ranges.