Woolworths says it “strongly” rejects the reporting by the Guardian Australia on its three-month Price Freeze that ran between 1 May and 1 August 2026, according to a statement published on Friday (11 September).

“At no time did the price of any of the 300 products we put on Price Freeze rise above their shelf price during that period,” says Woolworths.

“In announcing the Prize Freeze, and in our messaging to customers during the program, we made it clear that the Price Freeze would give customers certainty that the shelf price of all 300 popular products would not increase during the three-month period.

“We made clear that these products would also be eligible to be placed on a lower, promotional price at times, to provide even more value than the shelf price.

“In all four examples used by Guardian Australia as supposed evidence of ‘increased prices’, the product had been on a promotional price from time to time, and there was not any increase in the shelf price.

“To suggest that the end of a temporary promotion amounts to increasing a shelf price is inaccurate.”