NEWS

#PricedOutLondoner Is Hacking Tesco Food Prices To Mirror Soaring London House Prices

That's not cheap.

25/08/2016 10:03

Food prices in Tesco shops around London are being altered to demonstrate the “ridiculous” levels of house price inflation in the capital over the last two decades.

The #PricedOutLondoner campaign is sharing pictures on its site of the stunt, to show how much items like avocados, cheese and mayonnaise would cost if their prices mirrored the rises in different boroughs.

The result is that a loaf of bread would set you back £10.41 if its price jumped 733%, like house prices have in Chelsea in 20 years. A bottle of Heinz ketchup would be £15.52 to mirror the 676% increase in Dalston in the same period, while the rise of 698% in Frognal & Fizjohns, Camden, is the equivalent of £17.96 for a 2kg bag of rice.

The campaign was launched by Londoners Nathalie Gordon and Wren Graham, both 28-year-old advertising creatives, using house price data from Foxtons. 

Gordon told The Huffington Post UK they want to make the house prices more tangible “and often more ridiculous” and show that owning a home has become a “luxury of the rich and not a right of all”.

“You wouldn’t put up with paying £30+ for cheese, so why are we putting up with these ludicrous rates of inflation making owning a home nothing but a fantasy?” she said.

  • pricedoutlondontumblrcom
    House prices have risen by 938% in Oval over the last 20 years - making these avocados pretty pricey.
  • pricedoutlondontumblrcom
    £9.65 is what you'd pay for a loaf of bread if food prices rose 672% over the last 20 years, like house prices have in Hampsted Town, in Camden.
  • pricedoutlondontumblrcom
    House prices have risen by 732% in Kensington over the last 20 years, which would lead to some rather expensive mayonnaise.
  • pricedoutlondontumblrcom
    Nappies would be costly if they reflected the fact that house prices have risen by 670% in Churchill in Westminster over the last 20 years.
  • pricedoutlondontumblrcom
    House prices have risen by 698% in Frognal & Fizjohns, Camden, over the last two decades - fancy forking out £17.96 for rice?
  • pricedoutlondontumblrcom
    The 733% in Chelsea over the last 20 years would equate to over £10 for a loaf of bread today.
  • pricedoutlondontumblrcom
    House prices have risen by 722% in Bryanston & Dorset Square in Westminster over the last 20 years - toilet paper would be a costly necessity if it followed suit.
  • pricedoutlondontumblrcom
    House prices have risen by 819% in the West End. This supermarket wine isn't looking so cheap.
  • pricedoutlondontumblrcom
    Water would cost this much it it rose 858% in price - the same as homes in Queens Park over the last 20 years.
  • pricedoutlondontumblrcom
    House prices have risen by 676% in Dalston over the last 20 years - the equivalent of a bottle of ketchup being marked up to £15.52.
  • pricedoutlondontumblrcom
    A standard box of eggs would set you back £7.55 if they reflected the fact that house prices have risen by 748% in Kensel Green over the last 20 years.
  • pricedoutlondontumblrcom
    House prices have risen by 744% in Bayswater over the last 20 years. Britain's favourite, tea, would cost a massive £10.86 if the same happened in food prices.

The campaign has hit Tescos in Hackney and Kings Cross this week and will target a supermarket in Oxford Circus on Thursday. 

Gordon told HuffPost UK house prices affect everyone but, “I don’t think people realise quite how badly.”

Gordon and Graham are calling for more homes to be built and rent caps to be put in place to help ease the situation.

“As a country we can’t continue to ignore the fact that owning a house has become a luxury of the rich and not a right of all,” Gordon said. “Owning a house has become an unrealistic goal for the majority of young people and one that is only getting worse. 

“Building new homes is only a tiny part of this solution, we need to introduce reasonable rent caps and stop the super rich from using London properties as investments that they don’t even live in. Oh and make prices reasonable again or at least relative to living costs and wages.

“Yes there are schemes in place but people are locked into shared ownership, can’t get the numbers to match deposit requirements or get means-tested to an extent they don’t even make the lists needed to receive government help.”

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