// 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.
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