Aldi shoppers across the UK are expressing disbelief after a customer's viral TikTok video revealed the staggering price of a festive favourite. The social media post showed a 700g tub of Heroes chocolates priced at £11.99 in the discount supermarket.
The viral moment that shocked shoppers
Food reviewer @maneatstingz captured the moment he discovered the expensive Christmas treat while browsing his local Aldi store. In the now-viral video posted on November 27, 2025, the customer zoomed in on the large chocolate tub while Dizzee Rascal's song 'Bonkers' played appropriately in the background.
The shopper expressed his astonishment in the video caption, writing: "I'm tripping or does that say £11.99 for 700g of Heroes??" What made the discovery even more surprising was that this price represented a discounted offer, with the original price having been set at £13.99 according to the shelf label.
Social media reacts to chocolate price surge
The TikTok video quickly attracted attention from other Brits who shared similar experiences of sticker shock this festive season. One commenter recalled: "I saw a tin of quality street for £12.99, can't remember which shop but I thought what the heck."
Another social media user didn't hold back their opinion, stating: "Cheap chocolate at silly prices," while a third directly criticised Cadbury, saying: "Cadburys are taking the peach out of us! Their version of inflation has been a disgrace the last few years."
Not everyone agrees about chocolate value
However, the conversation revealed that some shoppers see value in premium-priced Christmas chocolates. One person defended their purchase choice, explaining: "£12 for a 1.2kg tin at M&S. That's what I got this year. Looking forward to trying them. And it has coffee creams!"
Another M&S customer agreed, adding: "I have those too and the coffee creams are the bonus," suggesting that for some consumers, specific flavours and brand reputation justify higher prices for seasonal treats.
The incident highlights the ongoing cost of living concerns affecting British households during what's typically the most expensive time of year. As Christmas approaches, many shoppers are becoming increasingly conscious of how inflation has impacted traditional festive items that were once considered affordable luxuries.
