How much is Asda's £1 bag of bananas worth?
The answer? A decidedly unpoundly 54p.
Of course, the news that a supermarket is pulling a fast one isn't at all surprising, but this is some brazen nonsense from Asda.
Train driver Alan, who filmed his discovery and shared it with The Mirror said: "It's disgusting really. There are millions of people living on the poverty line, trying to reduce the cost of their shopping as much as possible and looking out for bargains."
"That bag had a bright red sticker on it, saying they were a pound. It makes it look like a bargain, when in fact you're getting ripped off by nearly half. I'm definitely going to be reconsidering my shopping habits, and I hope others do too."
Alan added: "I do like bananas, but I'm going to think twice about where I buy them from."
Asda, of course, defended their bananas. A spokesperson said: "The majority of bananas we sell are loose which require a little bit of ripening at home and are price locked at 68p per kilo."
"Our pre-packed bananas are stored for a little longer and have already been ripened so they're perfect to eat as soon as you've bought them, they are then pre packed by hand, which is why they're slightly more expensive. We clearly label the prices in store, so customers can choose which product is best for them."