Every day groceries becoming more and more expensive is adding to the pressure many are facing during the cost of living crisis.
But one product in particular has angered shoppers on social media, who have branded the price as "ridiculous" and "disgusting".
Bisto gravy granules, a common cupboard staple, were recently spotted on Asda's shelves with a price tag of £4.50 for 450 grams - and shoppers took to Facebook to voice their concerns.
The Mirror reports that upon discovering the pricey product, one shopper vented their thoughts to a money-saving group and others shared their disbelief about the cost.
The post said: "One of the most ridiculous things I’ve seen whilst out shopping today. When will this madness end?"
One member added: "That is just disgusting!!! Even Waitrose are bringing their prices down!! It will have to happen...people can't just buy this stuff!!!!"
Other Facebook users said they wouldn't buy the gravy product "out of principle".
They said: "I just won’t pay this for Bisto out of principle, to hype it to this price is absolutely taking the pee. they will lose money."
As an alternative to forking out for the branded product, some people suggested opting for the supermarket-own brand instead, which they said tasted just as good for a lower price.
One commented: "32p Asda own tastes just like Bisto!"
The Facebook user is referring to the 200g Asda's Just Essentials gravy granules.
Another added: "When will people stop buying it? I buy store own veg gravy (around 75p) delicious and kids love it too !"
One group member said they were "sceptical" to scrap the iconic brand at first but they had switched over to Aldi's own gravy brand and now they "won't go back to Bisto!".
According to Trolley.co.uk, Asda is one of the most expensive supermarkets for Bisto gravy - but it doesn't top the list.
The price of a 450g tub of Bisto Gravy granules at Asda is £4.50 at the supermarket and the cost of the smaller 190g tub is £3.
The only other supermarket selling the same product for a higher price is Sainsbury's which, at the time of writing, had a staggering price of £4.85.
Other supermarkets are also selling the Gravy for a similar price of between £3 and £5.50.
A recent investigation by Grocer Magazine revealed that nearly 50 Bisto instant gravy SKUs are up as much as 50.9% across Sainsbury’s, Morrisons and Asda since the beginning of 2023.
A spokesperson for Bisto owner Premier Foods told The Grocer that the price was "at the sole discretion of retailers".
She added: "We regularly review the price we sell to retailers and always look at ways to offset as much cost pressure as we can through internal cost-saving measures.
"We only make these changes as a last resort and should cost pressures reduce in future, we will look at ways to adjust the pricing accordingly."
Asda told Mirror Money that the price of the Bisto products in its store is in line with most supermarkets and that "it was do everything it can to keep prices in check".
The owner of Bisto, Premier Foods, has been contacted for comment on this story.
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