David Cameron says he's not sure how much a cheap loaf of bread costs - because he uses a breadmaker.
The Prime Minister floundered when he was grilled about the cost of living in a radio interview on Monday morning.
It came after Boris Johnson guessed the price of milk to be about 80p.
He told LBC a "value sliced white loaf" would cost "well north of a pound", and when told by the presenter that the true cost was 47p, he revealed his fondness for the bread machine, plugging the manufacturer of the one he uses.
"I don't buy the value sliced loaf, I've got a breadmaker at home which I delight in using and it turns out in all sorts of different ways," he said.
"But you can buy a loaf in the supermarket for well north of a pound."
Told the true price, he added: "I don't buy the...look I'm trying to get my children to eat the sort of granary - and they take it actually, they like my home made bread.
1 Panasonic breadmaker: £139
1 bag of Cotswold Crunch flour: £30.20October 1, 2013
"A little plug for the flour made in my constituency - Cotswold Crunch - you get some of that, beautifully milled in the Cotswolds, you pop that in your breadmaker. You set the timer overnight so when you wake up there is this wonderful smell wafting through your kitchen.
"It takes 30 seconds to put in the ingredients.
"I'd recommend the Panasonic. There you are, that's a shameless plug. Very easy - even Nick Ferrari could work a Panasonic bread maker."
Cotswold Crunch costs around £2.40 for a 1.5kg bag, while Panasonic bread-makers start at £100.
It came after Mayor of London Boris Johnson admitted he didn't know the cost of a pint of milk.
He told Newsnight's Jeremy Paxman it was "about 80p or something like that".
Told it was half that, he conceded: "Well there you go, I don't know how much a pint of milk costs. So what?"
He later joked to a Daily Telegraph reporter that he could tell him the price of champagne, adding: "Is that what you want me to say?"