I rather suspect that the extra 35p isn't going to the farmers!
Agreed. I was 'happy' paying 100p, and surprised that Lidl and Aldi dropped the price by 10p from 99p to 89p some weeks/ months ago. Swiftly followed by local Asda.
I would really like to know where the real profits are going - plenty of milk is being imported from Europe (I know from someone linked to a tanker firm here on Merseyside, who could tell me just the one firm bringing in a few tens of tankers daily - my guess is that the south and east coasts have more tankers coming in from Europe to supply the milk processors).
Part of the problem, as a consumer, is not knowing whether it is the supermarket or the processor making most profit from the 'essentials' such a milk. I don't know how many milk processing firms there are, but they're dealing with no doubt millions of litres / pints so, for example, if they were making 5p on each litre / pint, it would mean they are getting more profit than the farmers who supply fractions of their throughput. The farmers are hardly breaking even, from the reports, or unable to make profits that would allow them to invest in developing their farms / replacing equipment, etc.
Iceland used to charge 100p, upped it to 110p (back in 2010/2011 - I remember because it was when I lived in N Wales and left in December 2011), but when it had been 110p for a while, it returned to 100p (I suspect they considered the drop in sales [if they had one] was because people voted with their cash - not that I knew anywhere selling it cheaper at the time)...