UK supermarket Sainsbury's has moved into the digital music market, launching an in-store promotion to sell Apple iTunes songs at the checkout. The move sees customers encouraged to purchase songs from the Apple iTunes store alongside their grocery shopping. It is the first time a major UK supermarket has offered iTunes songs.

The promotion, which is available at checkouts as a Sainsbury's-branded booklet invites customers to 'buy your music the digital way'. The eight-page booklet then takes Sainsbury's customers through an iTune's purchase, including a step-by-step guide to the iTunes interface. It is billing the service as 'perfect for kids'.

The superstore is selling iTunes songs via iTunes Gift Cards in £15 and £25 denominations. The store joins the likes of Dixons, Argos and PC World selling iTunes Gift Vouchers.