I can’t believe how much people are interested in what’s going into the basket. If you are experiencing the pinch, TikTok’s intuitive “For You” page will be a disjointed research trip to the country’s supermarkets, trailing behind the trolley in the company of total strangers who share information that used to be a stable and private part of our lives – what we spend on food. Inflation is something everyone has noticed – even Cardi B went online to decry the price of American lettuce – but not everyone feels the impact at the checkout. People in the middle are floundering around.”

Her content, which “began as a joke”, follows her around the aisles, scrutinising produce and bargains against the biggest question at any supermarket in 2023: how can this cost this much? At many mainstream shops, Nixon says: “A £50 shop is now an £80 shop. Unlike other shoppers, Nixon has a press pass, because when she’s filling her basket, she will also be filming a TikTok on her phone, and the Company Shop management requires permission. I’ll go home and look at what I’ve got in the freezer, check the rice, pasta. “Today I’m going with a £50 budget to feed five of us – £10 a day, £2 per person per meal. For the bits in between, she will head either to her local, membership-only brand discounter, the Company Shop in Barnsley, or to a mainstream supermarket such as Aldi.

In the garage she usually has a sack of potatoes, and meat, green veg and bread in the freezer.

Before Rachel Nixon goes to the supermarket, she sketches a quick shopping list in her head.

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