Coles supermarket has quietly changed the price of its own brand of milk just months after controversially raising the price by 10 cents per litre.
In September 2023, the retail giant came under fire for increasing the cost of its 3L milk varieties from $4.50 to $4.80 and its 2L cartons from $3.10 to $3.30.
The move meant that 3L varieties of Coles brand milk had increased by 80 cents in just over a year, which is a 20 per cent increase.
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Woolworths, meanwhile, made no changes to the cost of its own brand range of milk – staying at the same, lower prices.
Now, in a sensational backflip, Coles has dropped its prices back down again to pre-September levels after widespread criticism.
The new prices of the supermarket’s brand of milk are $1.60 for 1L, $3.10 for 2L and $4.50 for 3L.
In a new statement to 7NEWS.com.au, a Coles spokesperson has confirmed the price drop while adding it won’t result in its suppliers receiving less money.
“We know cost-of-living pressures are front of mind for many Australians, which is why in November we lowered the shelf price of Coles Own Brand milk,” a spokesperson has told 7NEWS.com.au.
“We pride ourselves on giving customers the best value possible, including our Own Brand range.
“Helping customers with cost-of-living challenges remains our number one priority at Coles which is why we lowered the price of more than 300 Aussie summer favourites in January with savings across the store including meat, popular big name brands and back to school essentials.
“We highly value the longstanding relationships with our dairy farmers and there has been no reduction in the prices paid to our farmers as a result of the change.”