It's just after lunch and Joanne is talking about her nine-year-old son's dismay at her decision to stop buying his favourite cherry bakewells.
"The ones we usually have from Asda are like 95p - we went in this week and they were £1.90 for the same box," she said from her doorstep in Newport where, laptop in hand, she is taking a short break from her job, working from home. "We've had to stop buying them now - it's just too much money!"
It's intended as a joke, but for a single mum like Joanne, who works full time, it's a symptom of the serious worry that's facing millions of households up and down the UK amid ballooning cost-of-living increases.
