British supermarket group Asda has delivered a 6.9% hike in third quarter like-for-like sales, helped by strong demand for its George clothing range.

The store chain, which is owned by US retail giant Wal-Mart, said sales growth was driven by higher numbers of customers, including those trading down from more expensive rivals, as well as a higher basket spend.

Total sales rose in the "high single digits" excluding petrol for the period to 30 September.

Asda said sales of its George line "outperformed a difficult market."

Sales were helped by simplified ranges, better quality and higher volumes of products including a GBP15 winter coat, GBP35 tuxedo and GBP12 little black party dress, the retailer said.

George also launched a new marketing campaign using real people rather than celebrities.

Asda CFO, Judith McKenna said: "Our strategy of being the lowest cost to operate supermarket is the right one, and is helping us drive down prices."