Coles under fire after TikTok video shows error on specials tag
The supermarket has come under fire after a shopper discovered something “shocking” under the “specials” label on a jar of Vegemite.
Coles is facing backlash after a customer claimed the supermarket is using “sneaky” pricing tactics on its “specials” in a viral TikTok.
The customer, posting under the handle @amberjade316, shared a video showing a discount label on a 350g Vegemite Squeeze product, offering it at $7.30.
But when she lifted the iconic yellow tag, the original price could be seen at $7.
The video quickly gained attention and has attracted almost 400,000 views, sparking outrage among Australians in the comment section who speculated the so-called “specials” were actually price increases.
Coles said it “takes clear and accurate pricing information on tickets very seriously”, stressing specials “represent value for our customers”.
“We have investigated the products featured in these videos and have identified there has been a ticketing error,” a spokesperson told news.com.au.
“We are urgently updating the two tickets to ensure that accurate pricing is reflected on the shelf for our customers as well as reviewing how the error occurred.”
Outraged shoppers labelled the discovery an apparent “crime” as others expressed disbelief at the situation.
“No way,” one remarked, as another stated: “I’m shocked.”
However others reasoned the “special” price has likely been printed wrong.
“Oops someone hasn’t updated the shelf labels,” one said.
The discovery came shortly after a report by The Daily Telegraph revealed that Coles had become 6.8 per cent more expensive overall since mid-2022.
The rising cost of living has put pressure on families struggling to afford groceries.
The video came after Coles and its competitor Woolworths saw a significant increase in earnings, collectively making half a billion dollars more than before.
Meanwhile, Aussie customers are increasing the amount of supermarkets, grocers and food sellers they visit in order to capitalise on savings.
Fronting a parliamentary inquiry into economic dynamism, competition and business formation, representatives from major supermarkets Coles and Woolworths said they had noted the change in behaviour.
Coles’ government and industry relations manager Vittoria Bon said customers were now “more selective in terms of where they shop”.
“There’s a move away from (the) once-a-week, large grocery shop,” she told the committee.
“So people might shop around daily or every second day rather than one weekly shop. People do pay attention to when there are specials which are released at different points in time.”
Originally published as Coles under fire after TikTok video shows error on specials tag
