As food prices continue to surge and inflation rises, Brits have been left shocked as supermarkets ratchet up their pricees.
Shoppers in Iceland have been left stunned after spotting a tub of Lurpak selling for an eye-watering £5 - the same product that was £3.65 just a short while ago, report LancsLive.
New figures this week show that Britons will continue to see their annual grocery bills jump by £380 this year.
ONS said it is the biggest contributor of rising inflation and the most dramatic increases seen were in the cost of bread, cereals and meat.
The price of the butter comes as a shock to many shoppers as competing supermarkets have also increased the price too.
Sainsbury's matched the Iceland price, and Morrisons just a penny cheaper at £4.99. Tesco was marginally cheaper at £4.49 - with Asda £4.
Waitrose however had the best price of £3.75.
Households are continuing to be hit by high energy and fuel prices, new data shows, but the costs of other products, like pizza and quiche, rose more rapidly between April and May.
Potatoes had previously avoided some of the high inflation figures that other food items saw in recent months, however, in May they started catching up as the rate of inflation for potatoes more than doubled to 5.1%.
Emma Ibrahim posted a picture of the 500g tub of Lurpak on Twitter after spotting the increased price in the supermarket, saying: "£5 for a tub of Lurpak butter in Iceland and it’s the same everywhere. It was £3.65 a few months ago.
"I had already bought a supermarket own brand last week but this caught my eye today. FIVE POUNDS FOR BUTTER! #CostOfLiving"
And after taking to Twitter to share the information others were quick to agree with once branding it as 'insane', reports BristolLive. Labour Matters replied: “500g of butter is €3.20 in Portugal. (About £2.75)”
Endsars said: “This is insane.” Nubia added: “Part of me feels like they’re taking the absolute **** though because they can.”
Amatey Doku wrote: “we’re in big trouble.” @OreOgunb quipped: "I started making my own butter as a hobby but…"
Head of retail and consumer insight at Kantar, Fraser McKevitt,, said: "Sales of own-label lines have been boosted by Aldi and Lidl’s strong performances, both of whom have extensive own-label repertoires. We can also see consumers turning to value ranges, such as Asda Smart Price, Co-op Honest Value and Sainsbury’s Imperfectly Tasty, to save money."
Asda’s chairman has said that some customers are setting £30 limits as they cut back on spending amid the cost of living crisis. Lord Stuart Rose said customers are putting fewer items in their baskets and choosing from budget ranges more often as they try to mitigate price increases.
