// Iceland boss told ITV flagship morning show to say big brands need a “reality check”

// Richard Walker made the comments as some prices have risen by as much as 60%

Iceland boss Richard Walker has said big brands need a “reality check” and “the excess they charge isn’t appropriate”, as prices of some of the leading food and drink brands in the UK have risen by as much as 60%.

Walker appeared on ITV’s Good Morning Britain earlier today, where he spoke to Ed Balls and Susanna Reid about how businesses – specifically retailers and leading FMCG brands – needed to step up and do more for households struggling to meet the rising costs of fuel, mortgage and food costs.

Click here to read the story in full on Grocery Gazette.

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