Tesco and Asda are embarking on a supermarket war to market their general insurance products to shoppers.
Direct Line's UKI range of policies will be advertised on in-store television screens, due to be piloted in three stores in a "couple of months."
This week the superstore announced an 80% increase in sales of its travel product since it was displayed near check-out points in more than 400 stores last year.
A Tesco spokesman said: "Part of the trial will be to see where the screens are most accessible. We're looking at shelves, entrances and exits and places with the most dwelling time."
Asda, which last week announced a deal with Norwich Union to supply home, motor and travel insurance to customers, is set to roll out its products to 40 regional stores this week.
An Asda spokesman said: "We have the largest in-store magazine and may market our products on Asda FM, our radio station, that shoppers can listen to as they shop."