The managing director of Iceland has warned the rise in the cost of living is forcing families to rely on food banks.
Richard Walker appeared on today's edition of Good Morning Britain, hosted by Ben Shephard and Kate Garraway
The boss of the supermarket giant discussed the issue of the real cost of inflation alongside anti-poverty campaigner Jack Monroe.
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Jack hit out at the 5% figure which is commonly cited as the rise of the cost of living this year.
She explained: "The retail price index and consumer price indexes aren't looking at things like basic bread, basic rice and basic beans, which would be a much more accurate reflection of how the pricing is affecting people on the lowest incomes."
Richard said the input costs had led to an "inflationary pressure" and is "losing customers to food banks" due to the sharp rise in the cost of living.
He added: "The poorest do have to shoulder the biggest burden.
"We have a 1,000 stores around the UK, which are located in the most deprived communities.
"We're starting to lose some customers to food banks or, not being overly dramatic, to hunger."
Richard explained the supermarket has committed to freezing all their £1 lines, which was praised by viewers following the show on Twitter.
@FlopsyPickle said: "Iceland are one of the few supermarkets that always seem to have decent ethics. Trying to reduce food prices & their environmental impact. Other supermarkets could learn a lot from them"
However, Richard was speaking about the issue of food poverty from his home in Mallorca, which drew criticism from some viewers on the social media platform.
Carly said: "The managing director of Iceland says his customers are being driven to food banks because of the rise of the cost of living. Talking to us live from his home in Mallorca? You couldn’t write it."
Kev added: "Director of Iceland speaking from Mallorca..so he’s in touch with his customers"
Gary commented: "Listening to the boss of Iceland supermarket talk about the increase in inflation and how people are going to foodbanks while he's talking from his house in Mallorca"
Terry posted: "Nothing wrong with him being in majorca but it's not great timing for the subject matter"
Good Morning Britain airs weekdays from 6am on ITV and the ITV Hub.
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