The huge mark-up was only noticed by customer Jayne Brookman when her kids reached the last of Asda Baker’s Selection white glazed donuts and she was stunned upon closer inspection of the label.
The same pack is usually priced at £ 1.
Jayne, 44, of Ellesmere Port, Merseyside, said she gasped in horror when she compared it to her receipt only to find she had paid nine times the usual price, reports the Liverpool Echo.
She posted on Facebook: “Nine f ****** notes for four b ****** donuts at Asda in Ellesmere Port !!!! Smoking is not the word !!!
“I only realized that when one of the children had gone to eat the last one !!!! The Dick Turpin sake wasn’t that hard. “
Jayne has since told ECHO that she only stepped in for “a few songs” but came out with a bigger bill than expected.
She said: ‘I just didn’t notice because I buy them all the time for kids and they usually cost £ 1 and I just paid with my card.
“I was so shocked when I saw the award, it really stressed me out to deal with it.
“I had to go back down to the store and get the money back on my card.
‘They said it was a printing error on the sticker and I’m afraid others paid for it without noticing – not everyone will have £ 8 in reserve in his bank to pay for that. “
After posting to Facebook, many people advised Jayne to collect the receipt for a full refund, which she did, and others said it was worth reporting in case this happened to other customers.
One of them said: “Defo is complaining, Mrs, it has probably happened to a few customers too. “
Another said, “I don’t believe it! “
And a third said jokingly, “Na… I get it… These donuts are worth f ****** worth £ 9 Jayne Brookman.” They don’t fix a hangover but they do comfort you through the pain. ”
For all returns, customers are advised to read Asda’s exchange and refund policy.
A spokesperson for Asda said: “We are very sorry for the printing error which led Jayne to pay more than she should have for these donuts, but we are happy that she received her. refund within 24 hours and we apologize again for any inconvenience this may have caused.
“In the rare event that a customer has a problem with a product, they should take their receipt to one of our colleagues in store so that we can process their refund immediately. “