AM's panel on Friday morning were "sceptical" and "dubious" over Countdown's price freeze announcement.
The supermarket behemoth is promising that from next Monday it will freeze the price of more than 500 so-called essential products. It says it wants to "help Kiwis' money go further" as the cost of living bites.
Included in those essentials is wine, which Newshub Investigations Reporter Michael Morrah told AM he didn't think should be there.
"Ultimately, I am actually pretty sceptical of this whole thing. I think this is a PR exercise," he said.
Morrah said "Kiwis are being ripped off" at the supermarkets. The Commerce Commission earlier this year said there is very little competition in the market due to a duopoly.
Carmen Vicelich, the founder and chief executive of Valocity Global, is also "dubious", but doesn't believe "it does any harm".
Watch the full interview above.