Woolworths, one of Australia’s largest supermarket chains, has faced criticism after raising prices on several popular items during a three-month "Price Freeze" promotion. The supermarket had pledged to keep the prices of 300 essential products, such as eggs, chicken, pasta, and nappies, stable for three months to help customers deal with rising living costs. However, new data from the comparison website CW Scanner, shared with Guardian Australia, shows that Woolworths increased the prices of at least four key items shortly after launching the promotion on 1 May. One example was a 420g can of Woolworths’ "Mexican Style 3 Bean Mix," which was priced at 60 cents on 1 May. However, the price nearly doubled to $1 by 17 June, before dropping back to 60 cents on 17 August. Similarly, the price of 350g packs of RSPCA-approved chicken breast fillets rose by 33% during the promotional period, from $9 to $12, even though the company had promised to keep prices frozen. These changes occurred despite Woolworths’ claim that it would absorb any additional costs to maintain the promised prices. Woolworths has not officially commented on the findings, but it is understood that the company justified the price increases by stating that the original prices were temporary promotions, not the standard shelf prices. When the price freeze was announced in late April, Woolworths’ CEO, Amanda Bardwell, emphasized the company’s commitment to helping families manage inflationary pressures, particularly those linked to the war in Iran. "It's our promise that the shelf price you see on these items today is the most you'll pay for the next three months," she said in a press release. However, experts have questioned the transparency of these practices. Prof Jana Bowden, a marketing expert from Macquarie University, said that raising prices after claiming they were frozen is misleading to consumers. She noted that most shoppers are not equipped to track historical pricing data or understand the difference between promotional and standard prices. The controversy comes at a time when both Woolworths and its competitor Coles are under legal scrutiny. Woolworths is currently awaiting the outcome of a federal court case brought by the Australian Competition and Consumer Commission (ACCC), which alleges that the supermarket used misleading "Prices Dropped" promotions.