Sainsbury's oft-forgotten streaming service comes to Chromecast

Supermarkets can now insure your car, offer broadband and mobile services and, on the odd occasion, actually sell you food. In recent years, some of these grocers have expanded into streaming, launching online video, music and book services to supplement their DVD, CD and paperback sales. Not long after Tesco divested itself of all of its Blinkbox services in an attempt to battle back from its £6 billion yearly loss, grocery rival Sainsbury's is doing more to remind people that it too is in the streaming game. Today, the company has announced that its movie and TV streaming apps have gained Chromecast support, finally bringing it in line with bigger rivals like Netflix and Now TV.

A quick look at the Sainsbury's Entertainment apps shows that the supermarket added the feature to its Android app earlier this month, with its iOS app gaining Chromecast integration over this past weekend. Once set up, you'll be able to buy or rent titles from its catalog and throw them over to your big screen with a touch of a button, allowing you to then use the app as a dedicated remote control. After adding a dedicated Roku channel late last year, Sainsbury's is slowly adding devices to its list of supported hardware, maybe in the faint hope you'll choose its marketplace over the more the established streaming services already competing for your money.