Sainsbury's... what do think of when you hear that name? A four-pint bottle of milk? A bunch of bananas? A pack of chicken breasts?
How about Modern Warfare 3? Because according to The Telegraph, it outsold each of those popular Sainsbury's items in its launch week, making the game Sainsbury's best selling product by value that particular week.
The game didn't actually sell more units than milk or bananas however. It was the best selling product in value rather than volume. This can be attributed to the fact that, obviously, Modern Warfare 3 is a heck of a lot more expensive than bananas, but maybe also that Sainsbury's was selling the game for £28.99 when customers spent £30 or more in store.
If anything, the sales of Modern Warfare 3 indicate the growing importance of video games to supermarkets such as Sainsbury's and Tesco, the latter of which was offering exclusive pre-order content to Batman: Arkham City purchasers last month.