Grocery prices are rapidly increasing again, and not by a little. According to recent reports, food prices at grocery stores jumped by 0.6% between July and August.
That’s the fastest increase in nearly a year, based on data from the U.S. Bureau of Labor Statistics. In fact, since before the pandemic, groceries have gone up a staggering 29%, as per USA Today.
Much of this is tied to inflation and ongoing tariffs. And with no real sign of relief, customers are getting more and more irritated when something doesn’t add up, especially when a grocery store’s price doesn’t match the one printed right on the packaging.
Austin Man Shops For Twix at H-E-B, Sees 2 Prices
TikTok creator @bvillebutcher allegedly ran into that exact issue at an H-E-B store in Austin, Texas. He was browsing the seasonal candy aisle when he spotted a box of Halloween-themed Twix Ghost bars. But what caught his attention wasn’t the packaging but the price discrepancy.
“So what’s the real price?” he says in the video, showing off the packaging. “Well, this one is advertised,” he continues, pointing to the clearly printed manufacturer’s price: $1.64 per bar.
“This is what they should be selling this at,” he adds.
However, the store’s actual shelf tag says $2.54.
“But no, they’re marking it up,” he says, zooming in on the difference. “Um, pretty sure that’s a no. No, H-E-B.”
In his caption, he tags the grocery chain directly, writing, “C’mon @H-E-B, be better than others.”
The clip now has over 68,700 views.
Can A Store Charge More Than The Box Says?
Technically, yes. What the man saw was a suggested retail price, often called an SRP. It’s a number the manufacturer recommends for selling the product, but stores aren’t required to follow it.
Retailers like H-E-B often set their own prices based on demand, location, labor, overhead costs, and inventory strategy. While the SRP is based on things like production cost and brand positioning, stores can mark it up as much as they want unless state laws say otherwise (and in Texas, they don’t).
That said, seeing a price printed right on the product often gives shoppers the impression that what’s on the tag is unfair or dishonest. We’ve reached out to H-E-B for clarification on their pricing for the Twix Ghost bars and will update if they respond.
Commenters Weigh In On The Markup
The video sparked a range of reactions. Some viewers were simply annoyed at the price difference.
“So they bought it for .82 a bar and selling it for more than tripple,” one person guessed.
Others offered a reminder: “No, stores do not have to sell goods at suggested retail.”
@bvillebutcher c’mon @H-E-B be better than others. #heb #candy #halloweencandy #groceryshopping #texas
One encouraged the creator to contact the candy brand directly. “If the brand prints the price, then they want to hear if stores are charging more,” they said. “Let them know.”
Another viewer floated a theory: “10 minutes after you told them about it, they just took them out of the box.”
BroBible has reached out to @bvillebutcher via Instagram messages for more information. We’ve also contacted Twix and H-E-B via email.