Tesco is developing an own-brand tablet to go on sale in time for Christmas, according to an interview with the company in the Sunday Times.

Tesco’s non-food sales, particularly consumer electronics, have been struggling in recent years, prompting the supermarkets chief exec, Philip Clarke, to assure shareholders that it would move away from selling in this sector. But the company also announced a £1bn investment in June to stave off competition from competitors, some of which may have been used to develop the new device.

The tablet, the Sunday Times said, will go to market pre-loaded with a range of content like books, films and music. It is likely to run on the Android operating system and be in the lower-end Kindle Fire range in terms of pricing and specs. The Kindle Fire starts at £129.

Although Clarke declined to comment on the Tesco tablet in the interview, he said that Blinkbox, its own-brand Netflix competitor, was very important to the company’s strategy. He told the Sunday Times:  “I’m very keen not to lose out when the millenials come through — they’re already becoming homemakers.”

Its not clear whether the tablet would be heavily Tesco-branded (probably unwise). Asda launched its own £99 Arnova 8 tablet in 2011. It wasnt Asda-branded, but also wasnt successful.