Shoppers were shocked to see a tube of Colgate toothpaste being sold for £10 in a Tesco store.
The product was first spotted by the Twitter group @NoContextBrits who shared a picture of the 75ml Colgate Max White Ultra alongside its £10 price tag captioning the picture with "a tenner for toothpaste".
The label shown in the image shared said the product was selling at 133.33p per litre.
The Colgate product was also spotted at the Tesco store in Sheldon Birmingham and was shared online - however it also has this price tag on the supermarket's website too.
Shoppers were quick to criticise the cost with many calling it "a joke" and "ridiculous" and others said the toothpaste brand and Tesco were "clearly profiteering here".
Some even accused the picture of being fake as they couldn't believe the cost.
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One Twitter user, @kristinekk94 said: "For £10 it better whiten my teeth and fix all my life problems".
While another @carlv8415 said: "For £10 I hope it comes with a free dentist".
Another added: "Tesco have absolutely LOVED this cost of living crisis."
Price comparison site Confused.com even responded saying: "We’ll need a comparison site for toothpaste soon."
As of writing, a 75ml tube of Colgate Max White Ultra whitening paste costs £5 at Asda, Morrisons, and Waitrose according to the price comparison website trolley.co.uk.
Ocado is also selling the toothpaste product at £5 however this is down from £10.
Boots and Tesco were both selling the toothpaste at £10.
Just this week supermarkets sat with MPs to discuss whether they were taking advantage of high inflation and were "profiteering" from customers.
However, executives from Tesco, Sainsbury’s, Asda and Morrisons all defended their actions to MPs on Tuesday.
Brits have seen prices skyrocket over the first half of this year - most noticeably in supermarkets - as rising wholesale prices have been passed onto consumers.
The latest official figures showed that food inflation eased slightly last month from the near record high of over 19% the UK saw earlier this year but remained at a stubbornly high level 18.4%.
The UK’s competition regulator, the Competition and Markets Authority (CMA), is currently investigating how price increases and decreases in food and fuel have been passed onto consumers.
Tesco did not comment on the issue however told The Mirror it had a "range" of cheaper own-brand toothpaste on sale.
It explained how its prices started from just 50p for its own-brand Essentials Toothpaste and that its cheapest Colgate product was the Colgate Triple Action Toothpaste at just 98p.
It also noted that it had regular promotions through its Clubcard prices on Colgate toothpaste products.
The Daily Mirror has contacted Colgate for comment.
