Woolworths cuts price of cult grocery item after backlash

Just months after dramatically increasing the price of an Aussie grocery staple, Woolies has announced an unexpected cut for a limited time.

Woolworths has dramatically reduced its popular roast chooks – just months after copping backlash for “reluctantly” increasing the price.

The Australian supermarket is selling the iconic item for $10.90 – down from $12 – until August 29.

Matt Harbich, Woolworths’ “chief chook officer” said the unexpected cut was aimed at helping Aussies struggling with rising grocery prices amid the cost of living crisis.

“We’re excited to drop the price of our roast chickens to $10.90 for a limited time to give our customers some extra value this week,” he told news.com.au.

“We’ve been selling hot roast chickens in our stores since 1960 and they’ve been a firm customer favourite ever since.

“Whether it’s for a Sunday roast or a picnic, hot roast chooks continue to grow in popularity with more than 20 million sold in our stores every year.”

Woolworths roast chickens are discounted at $10.90. Picture: TikTok

The roast chickens, which are a staple of Aussie households, have had a rollercoaster ride when it comes to price point the last few years.

In May, Woolworths raised the price of its roast chickens to $12 – the first price hike since February 2022.

But the move was met with disappointment from shoppers who labelled the grocery staple “expensive”.

This discount is the first time the chickens have had prices slashed in years.

“At Woolworths, we understand that every dollar counts and work hard to provide value for customers every time they shop with us while balancing the needs of our suppliers,” a spokesperson from the supermarket told news.com.au at the time.

The price of the chickens have been slowly raised since 2018. Picture: NCA NewsWire / Christian Gilles

“For the first time since February 2022, we reluctantly increased the price of our roast chickens by $1 due to an increase in input costs.

“We still believe our delicious hot roast chooks provide excellent value whether it’s for a dinner for the family or to share at a picnic with friends.”

Coles roast chickens remained at $11 for short period, but the supermarket is now at the same price point as it’s competitor.

Woolworths and Coles slashed the prices on their roast chickens to $8 from $11 back in 2015.

Then, in 2018, after three years of the price staying at its lowest point the supermarkets raised the price by $1.