Forget the crashing pound, crashing out of the single market or the systematic destruction of international goodwill, the true cost of leaving the EU finally emerged today.
We'll be paying for Brexit in Marmite.
Yeast extract lovers across Britain were thin-spreading their toast in panic this morning as news broke that Tescos has stopped selling our best-loved/most-hated food paste thanks to a bitter price war with Marmite's manufacturer, Unilever.
Marmite isn't the only mainstay of British kitchen cupboards that could soon be consigned to memory either. Unilever's products include Pot Noodle, Ben & Jerry's ice cream, Dove soap, Hellmann's mayonnaise, Flora and PG Tips.
The crisis erupted last night after Unilever announced plans to hike prices in the UK by 10% to compensate for the plummeting pound.
But Tesco refused to bow to the multinational's demands, promising it will continue to sell Unilever goods in its stores until stocks run out. Tesco is not alone in its price battle, as Sky News reported other supermarkets say they may follow suit.
The imbroglio has sparked fears of a run on supermarket shelves across the nation as desperate housewives panic buy their favourite household goods before they run out.
Tesco attempted to pour water on the the flames telling customers it was "currently experiencing availability issues on a number of Unilever products". "We hope to have this issue resolved soon," the company added.
The squabble will prove particularly embarrassing for Tesco chief executive Dave Lewis, who previously held a high-ranking position at Unilever.
This morning the internet was flooded with Marmite-related memes, as a nation wondered what a post-Marmite Britain might look like and asked: "Does the first casualty of Brexit have to be shopping?"