A mum 'gasped in horror' when she realised she had paid £9 for four doughnuts at Asda.
The huge markup was only noticed by shopper Jayne Brookman when her kids had reached for the last one of the Asda Baker's Selection White Iced Donuts and she was stunned after closer inspection of the label.
The same pack is usually priced at £1.
Jayne, 44, from Ellesmere Port, said she gasped in horror when she compared it with her receipt to find she had paid nine times the usual price.
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She posted on Facebook: "Nine f***** notes for four b****** donuts at Asda in Ellesmere Port!!!! Fuming is not the word!!!
"Only realised when one of the kids had gone to eat the last one!!!! Sake Dick Turpin wasn’t that harsh."
Jayne has since told the ECHO how she had only popped in for a 'few bits' but had come out with a bigger bill than expected.
She said: "I just didn't notice because I buy them all the time for the kids and they are usually £1 and I have just paid on my card.
"I was so shocked when I saw the price, it really stressed me out dealing with it.
"I had to go back down to the store and get the money put back on my card.
"They said it was a printing error on the sticker and I fear others may have paid that and not noticed - not everyone will have a spare £8 in their bank to pay that."
After posting on Facebook many people advised Janye to take the receipt back for a full refund, which she has done, and others said it was worth flagging in case it had happened to other customers.
One said: "Defo complain Mrs its probably happened to a few customers too."
Another said: "I donut believe it!"
And a third said in jest: "Na... I get it... Those donuts are f****** worth £9 Jayne Brookman. They don't sort a hangover out but they comfort you throughout the pain."
For all returns, customers are advised to read Asda's exchanges and refunds policy.
A Asda spokesperson said: ’We are very sorry for the printing error which led to Jayne paying more than she should have for these donuts, but we are pleased that she has received her refund within 24 hours and apologise again for any inconvenient this may have caused.
"On the rare occasion that a customer has a problem with a product they should bring their receipt to one of our colleagues in store so that we can process their refund straight away.’’
