UK grocery operator Waitrose said it surpassed annual sales of GBP5bn last week.

The retailer said it achieved the landmark result as sales grew almost 10% year-on-year in the 12-months from February 2010.

For the year, the retailer’s market share increased by 0.3% to 4.4%, while in the week to Saturday 29 January, Waitrose’s total sales were up 6.4%.

It attributed the growth to investment and innovation, including the Delia Smith and Heston Blumenthal marketing campaign as well as its commitment to price match Tesco.

Mark Price, MD of Waitrose, said: “Five billion is a fitting finale to a year of growth and consistent out performance of our industry. Achieving this milestone is a tribute to the hard work and dedication of the 44,000 partners who work at Waitrose.”