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The Guardian - UK
The Guardian - UK
Business
Zoe Wood

How Iceland’s legion of shoppers are making ends meet as inflation soars

An Iceland worker stocks shelves.
An Iceland worker stocks shelves. Iceland has been offering shoppers aged over 60 a discount of 10%. It has been used 4m times since May. Photograph: Hannah McKay/Reuters

“Everything, really,” says Joyce Irlam matter of factly when asked what she has noticed going up in price. “All the shops I go in, I can see the difference in the prices.”

Irlam speaks for many as the latest official data shows inflation hitting 10.1%, stoked by a near 15% jump in the cost of food and drink, with staples such as bread, meat, milk, cheese and eggs among the biggest risers.

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