The cost of living crisis is hard to ignore when you fill up your car with petrol. But there is another sign of rising prices in these difficult times - the soaring coast of Lurpak butter.
It has reached £7.25 per 750g tub in Sainsbury's, a price quoted online and in stores. The luxury butter brand is made by a Danish company but is extremely popular in the UK, the Mirror reports.
Last week, Iceland shoppers were furious that at 500g tub was £5 when it had been just £3.65 a short while before.
Consumers are facing a nightmare at the till with food prices rising as part of the soaring inflation. Asda has said some customers are setting strict £30 limits in a bid to control their spending and choosing from budget ranges.
Prices quoted for a 750g of Lurpak on other supermarket online sites include £5.30 at Tesco, £6 at Asda (reduced from £6.75) and £6 on Ocado (down from £7.25).
Reaction to the cost of Lurpak was quick and ferocious on twitter. Darryl Godden said: "I’m going to give up work and become a Lurpak trader."
While in reference to the price of Lurpak in Asda, one shopper said: "Me and another woman in Asda just been stood gawping at this! A fiver for a pack of lurpak??!!!"
Andrew Oathy said: "Lurpak has been my main butter for years but the cost now is just insane. My only luxury is Twinnings tea and even that is hitting 6 pounds a box."
In a tweet about the price of the butter, Lurpak said: "Prices in store are decided by retailers, taking account of factors incl what’s paid to farmers.
"Unfortunately, with farming facing huge inflation like everyone else costs have had to rise. We are working hard to make sure our products continue to be accessible and affordable."
Food inflation jumped to 5.6% in June, up from 4.3% in May, driven by fresh food prices up 6.2% on June last year – the highest inflation rate since May 2009. Households will see their yearly food shopping bills increase by around £380 this year due to the soaring price of groceries.
The price of pizza and quiche prices had risen by 3.1% in the year to April; a month later this had increased to 12.3%. Even potatoes, which had escaped some of the inflationary price rises, have increased in price by 5.1.
The Institute of Grocery Distribution (IGD) said households are set to pay more for essentials including dairy, bread and meat as inflation is predicted to hit 11%.
It means the typical family of four could see their shopping bill rise as much as £40 per month, it warned.
