Shoppers are having to fork out more dough for bread a loaf as leading brand Hovis has gone up 15p, figures show.
Overall, prices rose 4% year on year.
But trade journal The Grocer discovered 400g loaves Hovis Original Granary, Seed Sensations Original, Sunflower & Pumpkin Seed and Wheatgerm Medium were up 15.7% from 95p to £1.10.
Sainsbury’s has increased the cost of 16 Hovis lines.
Its own-label Buttermilk Pancakes were 10p dearer at £1.85.
It was the same story at Asda where its 400g own-brand Extra Special Sour Dough Boule, Baker’s Selection Sourdough Brown Boule and Extra Special Sunflower & Honey Bread rose by 6.6% from £1.50 to £1.60.
Sainsbury’s blamed “a number of factors” while Asda “aimed to keep prices as low as possible”.
Hovis said retailers set prices but it “worked relentlessly to mitigate costs and stay competitive”.
