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.
Her post was met with resounding agreement from other shoppers who said they had seen the price of loo roll shooting up elsewhere.
"I know you need a good toilet paper, but to buy this they must have more money than sense," said one.
"That's just a ridiculous price," and "that's daylight robbery for 9 rolls" others commented.
Thrifty shoppers shared ways of getting your hands on cheaper loo roll, including bulk buying from the likes of Amazon, eBay and Costco to save even more.
Other recommendations include Farmfoods, Lidl, Aldi, Home Bargains, Poundstretcher, Tesco, Waitrose Essentials and B&M.
Some recommended buying a supermarket's own brand rather than branded products for a cheaper deal.
"I really do recommend Sainsbury's own brand. 8 rolls last 3 of us about 2 weeks, £5 for 8," said one.
"Asda own brands just got thumbs up by me and price very good," said another.
A Co-op spokesperson said: “We provide a range of products in our stores to offer value for money to shoppers, and nine rolls of toilet paper can be purchased from £4.95.
"Pricing is impacted by a number of factors and the cost of household favourite brands can be dependent upon the volume of those goods we sell and also reflect the higher operating costs from longer opening hours, higher rents and delivery costs in running city centre stores or petrol forecourts.”
The retailer said its nine-pack of Andrex is currently on offer at £4.95, its own brand of loo rolls sells at £5.50 for nine and from this Wednesday, the Cushelle premium nine-roll pack will be priced at £6.45.
