By James Davey LONDON (Reuters) -British supermarket group Morrisons' underlying sales growth improved in its fourth quarter, which it said reflected better product availability, sharper prices, more effective promotions and a growing loyalty scheme.

Eating into the market share of its rivals and growing its loyalty card scheme helped sales surge at supermarket giant Morrisons.

Morrisons saw its sales rise last year, claiming it took market share from competitors and grew its loyalty card scheme.

British supermarket group Morrisons' underlying sales growth improved in its fourth quarter, which it said reflected better product availability, sharper prices, more effective promotions and a growing loyalty scheme.

Morrisons sales jumped last year as the supermarket said it took market share from competitors and grew its loyalty card scheme.