Coles shopper fumes at ‘special’ $7.30 price for Vegemite

A Coles shopper has blasted the unexpected 'special' price a bottle of squeezy Vegemite was ticketed at during a visit to her local store, revealing something didn't quite add up with the discounted price.

In a video posted online, a woman showed the yellow price tag noted $7.30 for the Vegemite product before flipping the discounted tag up to reveal the "normal price" was only $7.

"I'm sorry but Coles this is actually f**ked that you would put something on ‘special’ like this," Tiktok user Amber wrote.

Coles has confirmed to Yahoo News the shopper did in fact discover a ticketing error.

"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," Coles said in a statement. It is understood the regular price is $7.30, having gone up from $7 in early July.

In January last year the supermarket was scrutinised for something similar, with the discounted and original price tags being the same price despite shoppers believing the product was on special. The supermarket said the issue had come from "genuine human error".

Customers spot incorrect Coles price tags

This is not the first time shoppers have flagged errors on Coles' discounted price tags, with "eagle-eyed" customers praised last year for noticing some products were grossly overpriced. Packets of crackers were being advertised at "2 for $100" and Christmas decorations were ticketed with expensive tags, only for the supermarket to explain there had been a "printing error".

• Woman's hilarious reaction to finding Vegemite brownies at Woolworths: 'Abomination'

• Vegemite fans shocked by detail on 90-year-old jar: 'You have to be kidding'

• Customer rages at $19 Vegemite avo toast at Melbourne café

Do you have a story tip? Email: newsroomau@yahoonews.com.

You can also follow us on Facebook, Instagram, TikTok and Twitter and download the Yahoo News app from the App Store or Google Play.