Display Pound Currency Sign (£) In A DataBound DropDownListItem?

I need to show items like in below image.

I'm using this code to bind dropdownlist.

var options = (from option in _serviceOptions
select new
{
OptionId = option.OptionId,
OptionText = option.OptionText + " - " + option.Price + "£/month"
}).ToList();
myDdl.DataSource = options;
myDdl.DataValueField = "OptionId";
myDdl.DataTextField = "OptionText";
myDdl.DataBind();

_serviceOptions is the resultset returned by calling stored procedure using L2S

The problem is, it is again encoding the & to & before rendering to the browser.