Mr Kipling Angel Slices and Birds Eye Potato Waffles are going up in price

Family favorites soar in price: Birds Eye Potato Waffles are up 48% to £1.90, Heinz Spaghetti Hoops are up 43% to £93p and Mr Kipling Angel Slices are up 62% to £2.73 on the year amid the cost of living crisis

  • Big climbers include white bread, which is up 37% to 87p and Quaker Oats, which is up 34% to £2.80
  • Others include orange juice up 32% to £1.53 and shredded cheddar up 28% to £2.45

The prices of Mr. Kipling Angel Slices, Birds Eye Potato Waffles and Heinz Spaghetti Hoops have risen more than any other product in an industry magazine survey.

The grocer said its weekly Mystery Shopping study found a pack of eight of Mr Kipling cakes rose 62 per cent year-on-year to an average £2.73.

The latest Grocer 33 survey also found that a 567g 10-pack of original Birds Eye product was on average 48 per cent more expensive than in March 2022, now at £1.90.

The tracker – of prices at Asda, Morrisons, Sainsbury’s, Tesco, Waitrose and Island – also revealed spaghetti hoops were up 43 per cent to an average of 93p.

Other big gains include an 800g soft white bread, which is up 37 per cent to 87p, while Quaker Oat So Simple porridge sachets are up 34 per cent to £2.80.

Also in The Grocer’s top ten was a liter of own-brand orange juice, up 32 per cent to £1.53; and 250g of grated mature cheddar, up 28 per cent to £2.45.

The grocer’s top ten food and beverage price climbers

  1. Mr. Kipling Angel Slices (8 pack) – £2.73 – up 62%
  2. Birds Eye Potato Waffles (Original, 1×0.567g) – Now £1.90 – Up 48%
  3. Heinz spaghetti hoops (in Tomato Sauce, 400g) – Now £0.93 – Up 43%
  4. Soft white bread (Private Label, Thick, 800g) – Now £0.87 – Up 37%
  5. Quaker Oat So Simple Porridge in pouches (Golden Syrup, x10 36g sachets) – Now £2.80 – Up 34%
  6. orange juice (Private Label Smooth 1 Liter) – Now £1.53 – Up 32%
  7. Shredded Cheddar (Private Label Mature 250g) – Now £2.45 – Up 28%
  8. Strawberry Trifle (Private Label, 600g) – Now £2.63 – Up 27%
  9. PG Tips tea bags (Original Pyramid, x80) – Now £2.35 – 24% increase
  10. tomatoes (Private Label, Lettuce, x6) – Now £0.82 – Up 23%

Data from Grocer 33, showing annual average price and year-on-year change

Completing the top ten were Strawberry Trifle (up 27 per cent to £2.63), 80 PG Tips Tea Bags (up 24 per cent to £2.35); and six salad tomatoes (up 23 per cent to 82 pence).

The data included an annual average price across the six supermarkets and the year-on-year change.

The magazine also noted that Sainsbury’s basket was £72.35, making it the cheapest for the first time since early February – beating Asda by £1.23.

Morrisons was third at £74.58 and Tesco at £75.44, although Clubcard holders would get a £2.58 rebate to bring it to £72.86. Island was £79.26 and Waitrose was £80.64.

It comes after UK retailers had a stronger-than-expected month in February, when some diners skipped restaurant visits and instead picked up groceries from the supermarket.

The Office for National Statistics also said there was evidence that the cost of living crisis had helped some businesses, such as discounters.

Meanwhile consumer group Which? revealed earlier this month that thousands of shopping baskets have skyrocketed in price, with some products doubling in just a year.

The figures come from a survey of more than 25,000 products and make it clear that budget items that many have turned to during the crisis are growing the fastest.

The research also showed that the annual inflation rate for popular foods and beverages was 16.5 percent in eight major supermarkets in February.

On average, which? Prices for the budget range are up 22.9 per cent, with own brands up 19.7 per cent, premium supermarket lines up 13.8 per cent and big brands up 13.3 per cent.

The grocer found Sainsbury's basket was £72.35, making it the cheapest for the first time since early February - beating Asda, Tesco, Morrisons, Waitrose and Iceland

The grocer found Sainsbury’s basket was £72.35, making it the cheapest for the first time since early February – beating Asda, Tesco, Morrisons, Waitrose and Iceland

This adds hundreds of pounds to annual food bills, with increases far ahead of wages, pensions and benefits.

The Office for Fiscal Responsibility is currently forecasting that inflation will fall below 3 percent this year from the current 10.4 percent.

In early March it was announced that price inflation in stores had reached a record high and consumers were warned that prices would not fall again for the next few months.

According to the British Retail Consortium (BRC)-NielsenIQ Shop Price, shop prices are now 8.4 per cent higher than a year ago, up from an 8 per cent rise in January and well above the index’s three-month average of 7.8 per cent.

Grocery inflation accelerated to a record 14.5 percent in February from 13.8 percent in January, while fresh food prices are now also a record 16.3 percent higher than a year ago, up from 15.7 percent in January.

https://www.dailymail.co.uk/news/article-11906389/Mr-Kipling-Angel-Slices-Birds-Eye-Potato-Waffles-soar-price.html?ns_mchannel=rss&ns_campaign=1490&ito=1490 Mr Kipling Angel Slices and Birds Eye Potato Waffles are going up in price

Emma Colton

Janice Dean is a WSTPost U.S. News Reporter based in London. His focus is on U.S. politics and the environment. He has covered climate change extensively, as well as healthcare and crime. Janice Dean joined WSTPost in 2023 from the Daily Express and previously worked for Chemist and Druggist and the Jewish Chronicle. He is a graduate of Cambridge University. Languages: English. You can get in touch with me by emailing: janicedean@wstpost.com.

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