A CABINET Minister sparked fury today for suggesting people can simply stop buying branded food to beat the cost of living squeeze.
Environment Secretary George Eustice said Brits could “manage household budgets” by swapping to supermarkets’ value range.
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But his tip was cold comfort to hard-press families already doing everything to save and still struggling to put food on the table.
Food prices have soared to their highest in 10 years amid surging inflation, alarming new stats show.
Global gas price spikes have pushed up fertiliser costs, which have rolled over to staple groceries like chicken and fresh veg.
Asked for his advice for people struggling to put food on the table, Mr Eustice suggested people go for cheaper options.
He told Sky News: “Generally speaking, what people find is by going for some of the value brands rather than own-branded products – they can actually contain and manage their household budget.
“It will undoubtedly put a pressure on household budgets and, of course, it comes on top of those high gas prices as well.”
His comments were met with outrage from Brits already making savings.
Wayne Smith tweeted: “It’s almost as though those people on a tight budget weren’t already buying the value food range.
“The real question we should be asking is why, in the sixth richest country on earth do people have to live like this.”
Danny Callcut piled in: “George, thank you *so* much for your invaluable advice.
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“I really don’t *where* those of us struggling (increasingly a larger proportion of the UK population with every passing day) would be without your pearls of wisdom.”
And Richard Disney added: “Very helpful. Thank you Mr Eustice. Must remember that in Lidl.”
Mr Eustice acknowledged the poorest fifth of households are currently spending 14 per cent of their cash flow on food – but warned “this will now rise”.
But he added: “The better news is that we have a very, very competitive retail market with 10 big supermarkets and the four main ones competing very aggressively, particularly on some of the lower-cost, everyday value items for households, so things like spaghetti and ambient products – there’s a lot of competition to keep those prices down.”
Boris Johnson yesterday admitted the “cost of chicken is crazy” and that there was more he could do to cushion the cost of living onslaught.
But the PM warned there was only so much the Government could do to shield hard-pressed Brits.
Waitress Caroline Hoy, 40, from Royston, Herts, a mum of two, has become so focused on getting discounts she offers tips online on how to find cut-price food.
She said: “Prices have gone up so much I can only eat healthily by shopping carefully and looking for yellow labels. You can get up to 90 per cent off.
“But grabbing these bargains can be tough, people are desperate. I’ve seen people fighting, pushing and shoving.
Labour have been demanding ministers impose a windfall tax on the vast profits made by oil and gas companies to offset rising energy bills.
The PM last night appeared to rule out the levy, but Mr Eustice today said Rishi Sunak keeps all tax policy “under review”.
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