The boss of Iceland has issued a warning over the 'true' price of food inflation on Good Morning Britain.
Richard Walker joined Adil Ray and Susanna Reid on today's edition of the ITV news programme to talk about the cost of living crisis.
The Office for National Statistics announced the rate of Consumer Price Index Inflation increased to 6.2% in February from 5.5% in January, but Mr Walker claimed this was higher for the cost of food.
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He said: "While general inflation might be six per cent, I think food inflation is closer to 10 per cent.
"Some of our products have gone up more, but it is different across the board. It very much depends on the commodity and where it is sourced from."
The Iceland boss was concerned at how the rise was going to impact the poorer members of society and assured shoppers the supermarket chain is doing everything it can to help.
He said: "We've frozen all our £1 lines to the end of the year. It's interesting we have different ways to shop like online delivery, but it's free and we're seeing more people go to that now because they don't have to pay for fuel to use it.
"I don't think we will make much profit - we didn't last year. We will do everything we can to keep prices low - we are in an inflationary environment. We can't just put up the prices, we have got to be as competitive as we can be but we are doing all we can.
Good Morning Britain airs weekdays at 6am on ITV and ITV Hub
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