Something else we all need to remeber when making comparisons around the globe with UK prices - you need to take off the VAT to obtain the true price. VAT is charged at 20% on the NETT price. (ie. £nett x 20%)
To remove the VAT the calculation is easy (note: you cant just subtract 20% from the total inclusive price, you'll get the wrong answer) - divide any VAT inclusive price by 1.2 = eg, our current price for 1 roll FP4 120 is £3.48 = £2.90 excluding VAT, the actual price we are selling the item for.