Marmitegate is back: Now Morrisons is increasing the price of Marmite
Remember when Marmite broke the internet a couple of weeks ago when Tesco and Unilever locked horns over pricing and Tesco threatened to stop selling the yeasty spread?
Well, it now looks like Marmite really is in trouble, after Morrisons admitted it needs to hike its price by a whopping 12.5 per cent, according to retail trade magazine The Grocer.
That means the price of a jar will go from £2.35 to £2.64. Gasp.
The price rise is even higher than the 10 per cent extra Marmite's parent company, Unilever, originally asked Tesco for.
"Sometimes we have to increase prices as a result of costs rising although we do our best to avoid this," a Morrisons spokesman said.
"More often than not we have been reducing prices and more than 3,000 products are currently cheaper in our supermarkets than they were last year."
The bad news is that, with import prices rising thanks to the falling pound and inflation expected to rise in the coming months, this kind of thing is going to become more common.
"This is inevitable Brexit induced inflation," the Bernstein analysts said last time around.
"While politicians can deny reality, a shampoo produced on the continent is now 17 per cent more expensive." Ooof.