Monroe also cited the withdrawal of many value-branded items from supermarkets – for example, a packet of ten stock cubes from Sainsbury's raising from 10p in 2012 to 39p (for beef and chicken) or £1 (for vegetable) in 2022 – as contributing to increased food poverty.[8] The estate of Pratchett, who died in 2015, gave its full support to Monroe's campaign, quoting Pratchett to say, "Sometimes it's better to light a flamethrower than curse the darkness."[9]