Amid the cost of living crisis supermarket prices have been rapidly rising, but some prices that seem too shockingly high to be real, thankfully still aren't.
In a social media advert shared by Four Square Supermarkets and sent to Newshub by a shocked shopper, loose jazz apples were mistakenly shown as on sale for $4.29 each.
The image showcased delicious-looking bright red apples, but the advertised price did appear extremely steep, especially for a promotional deal.
In a statement to Newshub, Four Square owner Foodstuffs NZ confirmed the advertised price was a gaffe.
"Oops, so sorry folks we made a mistake. The jazz apples advertised are actually a good value $4.29 per kg at Four Square this week," said Emma Wooster, the company's head of public relations.
"We've fixed it now and can definitely, absolutely, confirm no customers have paid $4.29 for a single apple!"
A search by Newshub on Wednesday morning found on New World's website a 1.5kg bag of jazz apples can be bought for $6.99, while on Countdown's website they're selling for $5.19 per kg, approximately 48c each. Pak'nSave's website has the produce for sale at $3.49 per kg.
It's not the first time this week that Aotearoa supermarkets have shocked Kiwis. Countdown responded to criticism on Tuesday for showcasing Christmas chocolates in September, months before the start of the silly season.