Shoppers in Birmingham have been left shocked after reports emerged of toothpaste selling for as much as £23 a tube in major stores. A 75ml tube of Colgate Max White Ultimate Renewal Teeth Whitening Toothpaste was listed at £23 at Sainsbury’s, while a 75ml tube of Oral-B 3D White Clinical Intensive Whitening Bright Brilliance is priced at £20 at both Boots and other retailers.
Customers took to social media to voice their anger. “This is just profiteering. The toothpaste prices at places like B&M, Home Bargains, and Savers are nowhere near that,” one Reddit user wrote. Another added: “It’s pretty insulting to see toothpaste charged at £23.”
Some commenters highlighted wider economic frustrations. “No wonder shoplifting is so rife, you need a second mortgage to afford a decent shop these days,” one user said. Another claimed: “We are being milked for every single penny under the guise of ‘cost of living.’”
Tesco responded by emphasizing the range of products available. A spokesperson told The Sun: “We have a wide range of toothpastes available at Tesco, with prices starting at just 50p.”
Sainsbury’s also addressed the controversy, noting the availability of more affordable options. A spokesperson said: “Our customers can choose from a wide range of toothpaste and whitening products to suit every budget.
From everyday essentials like Stamford Street Toothpaste at 55p to Colgate Max White Purple Reveal at £2.99. Several premium whitening toothpastes are also currently available at half price with Nectar Prices.”
Both retailers offer a variety of brands and types, including cavity protection, whitening, and sensitivity-focused toothpastes, ensuring options for every budget and dental need.
