This morning I visited the Farnborough, Hampshire branch of Iceland, where an attempt was made to overcharge me. Not for the first time, items were charged for at the checkout at a higher price than was shown in-store. This was corrected, upon my insistence, but a request to see the manager was declined owing to his 'unavailability' and I was instead directed to another member of staff who seemed lacking in both understanding and concern. Mischarging or mispricing has been a feature on various items throughout the store over the years and I have raised this issue previously both with in-store management and Iceland head office, including emailing Malcolm Walker directly, though obviously with no effective outcome (but if every Iceland customer had an estimated personal wealth of £265million, perhaps such overcharging would seem less significant). They have considerately publish a brochure explaining 'that's why Santa goes to Iceland'. It would appear that there are very real reasons why customers shouldn't.