Foodstuffs has officially apologised to its Pak’nSave Kaitaia shoppers after a local customer went live on Facebook to complain about a misleading price tag. In her video, she alleged having paid $4.99 for an ice cream tub, despite the ticket saying $3.79. Staff’s explanation was that the promotion had been scheduled to start on Monday, but ticket prices had mistakingly been changed earlier. To date, the video has been watched over 600,000 times.

“The store is still investigating how long this has been occurring, but we understand it is only across two departments (chilled and frozen) where the promotional prices were changed early,” said Doug Cochrane, general manager retail, Foodstuffs North Island.

"I would like to apologise unreservedly to our customers in Kaitaia who while they were charged the correct price may have been misled by incorrect shelf pricing. Store processes have been immediately changed, and I would like to assure our customers this error will not reoccur."