Security tags have been added to tubs of Lurpak as the price of the luxury butter brand soars. Shoppers have seen the yellow straps saying 'security restricted' in supermarket chain Asda.
An image posted on twitter showed 750g packs for £6 in Asda, a reduction the shelf label said of 75p, but still at £8 a kilogramme. Yesterday, we reported how shoppers were aghast as 750g tubs were priced at £7.25 at Sainsbury's.
Security tags are usually used on more expensive items such as razor blades, alcohol, DVDs and electrical items. The average price of a 500g of Lurpak has rised by 33% compared with June last year, according to data analyst Trolley.co.uk, the Telegraph reports.
Last week, Iceland shoppers were fuming that a 500g tub of Lurpak was £5 when it had been just £3.65 a short while before. People on social media have been expressing their shock at the cost of the butter.
Charlie Bennett wrote: "Britain in 2022… Lurpak butter is at £6 a tub in ASDA and even has a security tag on it."
Darryl Godden said: "I’m going to give up work and become a Lurpak trader." Another shopper said: "Me and another woman in Asda just been stood gawping at this! A fiver for a pack of lurpak??!!!"
In a tweet about the price of the butter, Lurpak said: "Prices in store are decided by retailers, taking account of factors incl what’s paid to farmers.
"Unfortunately, with farming facing huge inflation like everyone else costs have had to rise. We are working hard to make sure our products continue to be accessible and affordable."
Supermarkets have warned of the impact the cost of living crisis is having on shoppers as prices rise in soaring inflation, with Sainsbury's today saying the pressures on household budgets will get worse as the year progresses.
Simon Roberts, chief executive of the supermarket group, said: “We really understand how hard it is for millions of households right now and that’s why we are investing £500 million and doing everything we can to keep our prices low, especially on the products customers buy most often.
“The pressure on household budgets will only intensify over the remainder of the year and I am very clear that doing the right thing for our customers and colleagues will remain at the very top of our agenda.”
David Potts, chief executive of Morrisons, said last week: “These are serious times and there is further serious work ahead of us as we help customers and colleagues face into the highest inflation for 40 years.” The company highlighted that it invested in a price reduction campaign in April which included knocking 25% off entry-level products.
