British plans to revive the traditional system of imperial measurements, including pounds and ounces, are "complete and utter nonsense" at an intensely difficult time for the industry, a leading retail boss has said.

Prime Minister Boris Johnson's government has proposed changing the law on weights and other measurements in what it said will be a post-Brexit benefit to give companies greater choice over the way they sell their products.

But the move has angered businesses that are grappling with soaring costs and provoked criticism that the government would rather trade in nostalgia than find solutions to the modern-day problems that are threatening living standards for millions.

Stuart Rose, chairman of supermarket chain Asda, told Times Radio the proposal was ignoring major issues that retailers had in the UK.

"I've never heard such nonsense in my life," he said.

"We have got serious problems in the world and we're now saying let's go backwards?

A consultation will consider whether vegetables should be sold in pounds only, or in pounds with a less prominent metric equivalent.

The government has said businesses will not be forced to do revert to old measurements, meaning there will be no additional costs.

"While we think of our fruit and veg by the pound, the legacy of EU rules means we legally have to sell them by the kilo," Business Minister Paul Scully said.

Britain is reviewing thousands of rules after leaving the European Union in 2020.

While the bloc normally requires members to use the metric system, Britain was allowed to use some imperial units alongside metric units.

Speed limits were set in miles per hour while they were a member of the EU, and milk and beer are sold in pints.

Inflation reached a 40-year peak of 9 per cent in April and is projected to rise further, while government forecasts last month showed living standards were set to see their biggest fall since records began in the late 1950s.

Reuters