Woolworths Price Freeze Scandal: Chicken Fillets Up 33% 2026

Woolworths has come under fire for increasing prices on at least four 'family staples' during its 'Price Freeze' promotion, including a 33% markup on chicken fillets. The supermarket chain promised to freeze prices on 300 items for three months starting 1 May to help customers with the cost of living, but pricing data reveals it raised prices on key products shortly after the promotion began.

Woolworths Price Freeze: What Really Happened?

According to data compiled by comparison website CW Scanner and provided to Guardian Australia, Woolworths increased the prices of several products during the promotional period. For example, the price of a 420g can of Woolworths 'Mexican Style 3 Bean Mix' nearly doubled from 60c to $1 on 17 June, before dropping back to 60c on 17 August. Other items, including chicken fillets, also saw significant price hikes.

Woolworths declined to comment on the analysis, but it is understood that the supermarket justified the increases by claiming the previous prices were promotional rather than the standard shelf price. This explanation has raised eyebrows among consumer advocates who argue that the promotion was misleading.

The Impact on Consumers

The 'Price Freeze' promotion was announced by Woolworths CEO Amanda Bardwell on 30 April, who said the move was to help customers concerned about inflation driven by the war on Iran. 'That’s why, for the next three months, we’re freezing the shelf price on 300 staples that families rely on most, like eggs, chicken breast fillets, pasta, beef sausages and nappies,' Bardwell said in a press release.

However, the data suggests that some prices were actually higher during the freeze than before. This has led to accusations that Woolworths is misleading shoppers and undermining trust at a time when many families are struggling with rising costs.

Comparison of Prices During Price Freeze

Key Takeaways for Shoppers

• Woolworths' 'Price Freeze' promotion did not prevent price increases on some family staples.
• Chicken fillets saw a 33% markup during the promotion period.
• Woolworths justified the increases by claiming previous prices were promotional.
• Consumers are advised to compare prices and shop around to avoid being misled.
• The incident highlights the importance of transparency in supermarket pricing.

What This Means for the Grocery Industry

This controversy raises questions about the ethics of supermarket promotions and the need for greater regulatory oversight. As inflation continues to impact household budgets, consumers are increasingly reliant on such promotions to save money. When these promotions are not what they seem, it erodes trust and can lead to financial strain for families.

Woolworths is not the only supermarket to face such criticism. Competitors like Coles and Aldi have also been accused of misleading pricing practices. This suggests a broader issue within the industry that may require government intervention to ensure fair pricing for consumers.

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