The Co-op has sparked fury among customers who have accused the supermarket of taking the p**s over the price of its £9.25 toilet roll.
The price of a premium nine-roll pack of Cushelle toilet paper works out at more than £1 per roll, with one irate customer declaring: "I'd rather wipe my a** on a crispy autumn leaf."
An outraged woman vented her frustration on a money-sharing Facebook group. "How on earth is this justified?! Surely no one is paying this price?" she wrote.