Get all your news in one place.
100’s of premium titles.
One app.
Start reading
Liverpool Echo
Liverpool Echo
World
Ryan Paton

Iceland boss issues warning over 'true' rise of food inflation on Good Morning Britain

The boss of Iceland has issued a warning over the 'true' price of food inflation on Good Morning Britain.

Richard Walker joined Adil Ray and Susanna Reid on today's edition of the ITV news programme to talk about the cost of living crisis.

The Office for National Statistics announced the rate of Consumer Price Index Inflation increased to 6.2% in February from 5.5% in January, but Mr Walker claimed this was higher for the cost of food.

READ MORE: Martin Lewis thanks fans as he issues update on Good Morning Britain presenting role

He said: "While general inflation might be six per cent, I think food inflation is closer to 10 per cent.

"Some of our products have gone up more, but it is different across the board. It very much depends on the commodity and where it is sourced from."

The Iceland boss was concerned at how the rise was going to impact the poorer members of society and assured shoppers the supermarket chain is doing everything it can to help.

He said: "We've frozen all our £1 lines to the end of the year. It's interesting we have different ways to shop like online delivery, but it's free and we're seeing more people go to that now because they don't have to pay for fuel to use it.

"I don't think we will make much profit - we didn't last year. We will do everything we can to keep prices low - we are in an inflationary environment. We can't just put up the prices, we have got to be as competitive as we can be but we are doing all we can.

Good Morning Britain airs weekdays at 6am on ITV and ITV Hub

Receive newsletters with the biggest and breaking TV and showbiz news by signing up here

Sign up to read this article
Read news from 100’s of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
One subscription that gives you access to news from hundreds of sites
Already a member? Sign in here
Our Picks
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.