I am not finding my food prices rising so much as I tend to buy fresh, but I might give it a go. Iceland do have fresh produce and 10% is not to be laughed at.
Prices are rising, though, but I tend not to buy bikes, TVs, white goods, gym subscriptions, hair dos, flights, fashion and their likes on a regular basis - if ever.
The move could help some of us, the rest will probably just have to cut back.