Sainsbury's chief executive Justin King said it would generate 400 new jobs with the opening of three new stores and an expansion in the north east of Englan, according to the Journal.
Next month, a Sainsbury's convenience store is due to open in Durham, followed by an extension to its Darlington store in August, with further openings taking place next year.
'As one of Britain's biggest employers the range of jobs, training and skills we offer is growing with our business,' said King. 'We're creating thousands of jobs each year.'
The retailer is increasingly concentrating on smaller convenience stores, opening one or two each week, according to King.
“The biggest single change we have seen in shopping habits is people doing a smaller weekly shop then doing a top-up shop later in the week, somewhere local,' he said. 'People say they are doing it to reduce waste, as that is one of the best ways to save money.'
However, the opening of such stores is often met by opposition, with locals complaining that supermarkets squeeze out local independent businesses.
King argued that retail giants could instead reinvigorate towns, creating opportunities for other businesses and boosting local suppliers such as farmers.
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