SAINSBURY’S annual shareholders’ meeting was taken over by fairtrade campaigners yesterday as its new chief executive was bombarded with demands to implement the living wage.

The supermarket was less likely to brandish its slogan “live well for less” this week after some of its investors used the day to quizz incoming boss Mike Coupe on the group’s commitment to a fairer pay.

But he was reportedly noncommittal about the London hourly rate of £8.55 and of £7.65 elsewhere.