DISBELIEF AS COST OF BIG LURPAK HITS £9.35 IN ONE SUPERMARKET
There is disbelief as one supermarket prices a 1kg tub of Lurpak at £9.35.
Shoppers took to social media to point out the development, with one man writing: "Stop the world, I want to get off."
Pictures show a 1kg pack of Lurpak's slightly salted spreadable butter listed for £9.35 - but although the tweeter suggests they were taken in Iceland, the store has been in touch with us to say it's not them, that they don't sell 1kg tubs of the spread and they currently have offers on Lurpak.
Sky News verified that the same product is selling for £9 on the Ocado website.
Meanwhile, a 750g tub is retailing for £7.25 in Sainsbury's.
This butter is selling for £6 in Tesco - and is on sale for £6 down from its usual price of £7.25 on Ocado.
This news as reports are coming in saying that UK consumers are favouring own brand products amid the cost of living crisis.
This article first appeared on Sky News