It may very well have started with a tweet about $37 chicken breasts. Or it could have been the $10 birch sticks.
The $9 butter didn't help, or $30 for Feta cheese — allegedly twice the price for the same brand carried by a competitor.
Whatever may have been the social media tipping point, a lot of people are angry about high prices in grocery stores, Loblaw brands in particular. Throw in shrinkflation, skimpflation and greedflation, and now a growing group of people online are calling for a boycott.