A R309 Choice Assorted tag labelled "Low Price" has Mzansi stunned

A shopper's seven-second TikTok of a Bakers Choice Assorted display with a R309.99 price tag has South Africans clutching their festive budgets. TikToker @maphilly43 posted the clip on 3 November, captioning it "aibo azogcina kuphi" (roughly, "where will this end"), and it has passed 420 000 views with more than 58 000 likes and 6 000 shares.

What got people most was the bright yellow sign above the boxes. It reads "Low Price" in big letters, with "309.99 Bakers" underneath. The store isn't named in the video, and the box size isn't clear, so it's not confirmed which pack the price is for.

Choice Assorted has been a December staple in many South African homes for decades, which is why the price hit a nerve heading into the festive season. Several viewers said they had seen the box for much less elsewhere, with figures between about R159 and R275 mentioned in the comments. Reported hasn't verified those prices, and biscuit prices vary by pack size and retailer, so it's worth comparing before you buy.

What the comments are saying

@kenny.gumede:

"they have the nerve to put "Low price" 🥲" (15137 likes)

@debbielicious46:

"haaabeeeee ideposit yemoto 🤞" (11725 likes)

@luhnzimande:

"Nah. We will buy them in January ngeke. They're getting greedy." (5121 likes)

@barbs964:

"I combo ye rice,maize meal ne flour" (4020 likes)

@monotomy_26:

"haiibo from R130 to R300 😂😂." (2467 likes)

@kingcyclo:

"Thenga ama topper, lemon cream, etc one by one. Ngeke afike naku 200" (2310 likes)

@zazarh7:

"Sizowathenga ngo April nxt year ngo150😂😂" (692 likes)

@raylenemeth542:

"I would rather take that 309 and bake Christmas cookies at home ngeke" (546 likes)

@30june2026:

"I guess our children won't experience our childhood memories" (88 likes)

Video and image: @maphilly43 on TikTok.