Shoppers have expressed outrage after spotting a tube of Oral-B Intensive Whitening toothpaste priced at £20 in a Tesco store in Sheldon, Birmingham. The price, which is significantly higher than standard toothpaste, has been branded 'extortionate' and 'a rip-off' by customers struggling with the cost of living crisis.
Builder Paul Hunt, 40, said: '£20 is a bit excessive for toothpaste. To me they all do the same thing so why would you spend £20?' Nurse Nina Devi, 23, added: 'You can get those toothpastes for about £3, I don’t know what’s special about this product that the value is £20.'
Another shopper, who wished to remain anonymous, commented: 'Unless this gives you a smile like Simon Cowell it's not worth it. It just shows how greedy the companies making these products are.' Support worker Caroline Hendon, 42, accused the shops of 'definite profiteering', noting that many people cannot afford such prices.
The high prices are not limited to Tesco. A Boots in London was selling Colgate Max White Renewal for £22, while Sainsbury's in Forest Hill priced Colgate's Max White Ultimate at £23 for a 75ml tube. Standard toothpastes from brands like Colgate and Oral-B are routinely priced between £8 and £10.
Despite grocery inflation dropping to 4.7% in November, down from 5.2% in October, prices remain high. Shoppers have accused major retailers of profiteering, with one Reddit user noting erratic price changes: 'Three weeks ago this [Colgate Total] was £2 in ASDA. Two weeks ago it was £7.70. Today it’s about £5.'
A Tesco spokesperson has been contacted for comment. Meanwhile, cheaper alternatives are available online, with a double pack of Oral-B Pro 3D Intensive whitening costing £20 on Amazon.
