Shoppers have became incredibly frustrated at supermarket costs, after seeing tubes of Colgate toothpaste priced at £10 at a Tesco store.
The product was initially spotted by @NoContextBrits on Twitter, who shared a snap of the 75ml Colgate Max Ultra White alongside a £10 price tag.
Captioning the post, they wrote: "A tenner for toothpaste," while the image also shows the product was being sold at 133.33p per litre. The Colgate product was spotted at Sheldon's Tesco supermarket in Birmingham before swiftly being shared online.
However, Tesco also shows the same price tag for the product on its official website.
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The Mirror reports that shoppers were left beside themselves, dubbing the pricing as a 'joke' and 'ridiculous' - while others said Tesco and Colgate were 'clearly profiteering here'. Some social media users even accused the snap of being doctored, left completely stunned by the high price mark.
One Twitter user, said: "For £10 it better whiten my teeth and fix all my life problems," while another, added: "For £10 I hope it comes with a free dentist." A third meanwhile, went on: "Tesco have absolutely LOVED this cost of living crisis."
Even Confused.com chipped in with: "We’ll need a comparison site for toothpaste soon."
At the time of writing, the same toothpaste costs just £5 at Morrisons, Asda and Waitrose - according to Trolley.co.uk. Ocado are also flogging the product at a fiver, but this is price marked down from £10 - while Boots are also selling it for the same price as Tesco.
Just this week, supermarkets sat with Members of Parliament to discuss whether they were taking advantage of high inflation, and 'profiteering' from customers. Executives from Tesco, Sainsbury's, Asda, and Morrisons all defended their actions.
Britons have seen prices surge over the first half of 2023 - most noticeably in supermarkets - as rising wholesale prices are passed onto consumers. The latest figures from officials showed food inflation easing slightly last month, from near record highs in excess of 19% earlier this year.
However, it remains at a stubbornly high 18.4% still. Competition regulator the CMA (Competition and Markets Authority) is currently conducting an investigation into how price increases and decreases have been passed onto consumers with regards to food and fuel.
Tesco did not comment on the issue, but told The Mirror that it had a 'range' of cheaper own-brand toothpastes for sale. It explained that prices start from just 50p on Essentials Toothpaste, with the cheapest Colgate product coming in the form of the Triple Action Toothpaste at just 98p.
It also detailed regular promotions through Clubcard prices on Colgate products. The Daily Mirror also contacted Colgate for comment.
