Sainsbury’s is spending £1 million (€1.15m) to buy Global Media Vault, a white-label digital entertainment distribution vendor, to power its launch in to online content retailing. The UK supermarket says the acquisition will be used to add digital content to Sainsbury’s Entertainment, the site it launched in November 2010 to sell CDs, DVDs and books.

“Customers will soon be able to buy, rent or stream content from Sainsbury’s,” says the chain’s group development director Luke Jensen.

Sainsbury’s is apparently two-year-old Media Vault’s primary customer. It holds over three million songs, films and games.

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