David Cameron defended his ignorance of the price of budget supermarket bread by saying he prefers to bake his children healthy home-made granary loaves made with local flour.
The Prime Minister guessed that a "value sliced white loaf" would cost "well north of a pound", when he was quizzed about the cost of living on LBC 97.3 Radio.
Told by presenter Nick Ferrari that the true cost was around 47p, he revealed that he prefers to use an electric breadmaker - and even gave a plug for 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.
"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."
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 "a bout 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?"
Labour vice-chair Michael Dugher said: "David Cameron is so out of touch he's almost a parody of himself.
"Ordinary families are worse off thanks to the cost of living crisis under his Government, with prices rising faster than wages in 38 of the 39 months he has been in Downing Street.
"It comes as no surprise that he doesn't buy a value loaf of bread. The only surprise is when he said 'I have a bread maker' - most people will have assumed he had his own personal baker, rather than a machine."
Unison general secretary Dave Prentis said: "It comes as no surprise that David Cameron doesn't know the price of a loaf of bread.
"He inhabits a completely different world to the majority of people who struggle daily to make ends meet.
"He is an out-of-touch Prime Minister, with out-of-touch policies."