The internet is buzzing again with another supermarket pricing controversy, this time involving a yellow ticket at Coles that’s causing quite a stir. Looking at the heated discussions online, it’s fascinating how a simple shelf tag can generate such passionate debate.

Let’s be real here - our major supermarkets aren’t exactly winning popularity contests lately. With grocery prices continuing to climb, many of us are feeling the pinch every time we do our weekly shop. Walking through my local supermarket near Brunswick Street yesterday, I noticed prices had crept up yet again on several staples.

Walking through the aisles of Woolworths yesterday, I nearly dropped my basket when I spotted the price of eggs. Over $10 for a dozen free-range jumbo eggs? The price hikes have become so outrageous that shopping for basics feels like luxury shopping these days.

Remember when a block of chocolate was a cheap treat? Now it’s practically an investment decision. The Belgian dark chocolate that used to cost $2.90 is pushing $4, and don’t even get me started on the premium brands. Some are claiming there’s a global cocoa shortage, with prices tripling from $3,000 to $10,000 USD per tonne. Fair enough, but we all know these prices won’t come down even when supply improves.

The weekly grocery shop has become something of a psychological thriller lately. Standing at the checkout, watching those numbers climb higher and higher, I’m reminded of my old flight simulator sessions - except there’s no landing in sight for these prices.

Last night’s shop at my local Woolies left me properly gobsmacked. A handful of basics - some fruit, vegetables, and a few pantry items - somehow morphed into a three-figure sum that would have seemed absurd just a year ago. Remember when a leek was just a humble vegetable rather than a luxury item?

Finding out that Tim Tams are cheaper in Japan than at my local Coles has really gotten under my skin today. Not just a little cheaper - we’re talking $1.40 less per packet. Something is seriously wrong when our beloved Aussie biscuits cost more at home than they do after being shipped halfway across the world.

The standard defense of “but shipping costs!” doesn’t hold water anymore. We’re all getting wise to the fact that sea freight is actually one of the cheapest parts of the supply chain. What we’re seeing here is pure price gouging, dressed up in the emperor’s new clothes of “market forces.”