A shopper’s video of tubs of “locked-up” Lurpak butter has been watched millions of times on social media.
The 600g tubs of butter were priced at £5.35 at the supermarket where the video was shot – apparently an Aldi store.
In the footage, the tubs are wrapped in a thin black string net, with a black security tag placed on the end of it.
Supermarkets across the UK have previously added tags to basic food items such as cheese and milk – as the cost of living crisis saw price hikes across the country.
But the extra security measures are surreal for shoppers seeing the rising cost of goods.
The video, which was posted on TikTok, has so far attracted almost eight million views, with many users sharing their shock and confusion at the security measures in the comments underneath the clip.
The post read: “UK inflation going mad.”
One user commented: “I mean £5 for a bit of salted and shaken milk is a bit nuts.”
While another user was baffled by the rising price and security measures: “They can afford the extra protection cost but can’t reduce the price.”
Households are now facing a potential £837 hike in the annual cost of their regular shopping baskets, according to a recent report by Kantar WorldPanel.
The latest report said footfall was up in “every single grocer” over the four weeks to March 19.
Another TikTok user highlighted the cost of butter in Denmark and said: “In Denmark a 375g Lurpak butter cost £7. And it’s even a Danish brand of butter.”
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According to the consumer watchdog, Which?, Aldi is the UK’s cheapest supermarket when buying a basket of shopping.
The watchdog found that a basket of 41 grocery items at Aldi cost £72.54 on average across the month of March – followed by Lidl at £72.79 and Sainsbury’s at £80.27.
The watchdog said retailers should be helping customers by making sure affordable basic ranges are available in all branches.
Aldi is yet to say anything about the video or security nets. The supermarket chain has been contacted for comment.