Frozen ready meal retailer Cook is ditching "old-fashioned" 99p pricing.
Around half of the retailer's prices ended in 99p, but Cook believes the strategy is simply conning customers into thinking they're paying less than they are.
"We are phasing out 99p pricing and have rounded it up because we felt it was more straightforward and honest," said Edward Perry, founder of Cook. "99p seems a bit 20th century."
Meanwhile, soaring commodity costs have forced Cook to increase its prices for the second time in two months. In September, it increased the price of its meals and this week said it had raised prices by almost 4%.