It follows the retailer’s price cuts in recent months for key household staples right across its range, including milk, bread, fresh fruit and vegetables, lunchbox essentials, and meat.

The advert has become part of the Accrington/Rush folklore and fate has pitted the two together in Saturday’s lunchtime kick-off.

Two litres of full-fat milk is 3c more expensive in shops, while Irish cheddar cheese is up 9c per kilo.

Concern had been raised that VAT on plant-based milk alternatives would increase from 0 per cent to 23 per cent under new measures in the Finance Bill.

The overall Agricultural Output Price Index was up 8.8 per cent in the 12 months to July 2024.