If you’ve been to a Coles lately, you’ve probably noticed that the days of feeding your family for under $10 are, well, a distant memory—unless you’re a magician or Curtis Stone himself.

But one cheeky shopper has taken the supermarket’s iconic slogan to a whole new (and very questionable) level, sparking a heated debate across Australia.


A video recently surfaced on Instagram showing a masked man on a mission: to 'feed his family for under $10' by any means necessary.

And by 'any means,' we mean stuffing a hot rotisserie chicken and other pricey groceries down his pants and walking out without paying for them.

The video, shared by Instagram user Jessie, was captioned with a tongue-in-cheek nod to Coles’ famous campaign, which ran from 2010 to 2017 and featured celebrity chef Curtis Stone whipping up budget-friendly meals.


Back then, the slogan was a beacon of hope for families trying to stretch their dollars.

But in today’s cost-of-living crisis, it’s become more of a meme than a reality.

Many Aussies now joke that you’d be lucky to feed yourself for under $10, let alone a whole family.

In the viral clip, the masked shopper happily pays for some items—coleslaw salad mix for $4, bread rolls for $3.35, and sauce for $2.80—but draws the line at dairy and the infamous roast chicken.

'So, $6 for butter. I’m not paying for that,' he declares, slipping the tub into his pants.

'We’ll do the same with the cheese—more f****** outrageous prices.' And when he spots the $12.50 price tag on the roast chicken, he scoffs, 'Not happening, not today,' before tucking it away.

Once outside, the man reveals that even with his five-finger discount, his total still crept over $10. 'Just proves how f***** up inflation at Coles and Woolworths is,' he says, summing up the frustration many of us feel at the checkout these days.

The video quickly divided viewers. Some sympathised with the shopper’s frustration over rising prices, with comments like, 'Stealing isn’t good, but they rip the public off, so mixed feelings,' and, 'Prices go up, items go down the dacks.'

Others took a more tongue-in-cheek approach: 'Stealing from Coles/Woolies is a patriotic act.'

But not everyone was amused. Many condemned the behaviour outright, pointing out that theft is theft, no matter how expensive the groceries.

'Stealing is stealing. There’s no justification for it. It’s like saying you can steal from a particular house because it looks nice, or stealing from a BMW,' one commenter wrote.

Another questioned the man’s motives, noting, 'Why would you swipe a $10 chicken when it looks like your outfit cost $400?'

Coles, for their part, responded with a reminder of their ongoing efforts to help customers save.

'Just last month, we lowered the price of more than 300 products for 12 weeks to help provide relief to households this winter, which, combined with other current deals, means more than a thousand items at Coles are currently reduced in price,' a spokesperson said.

They also highlighted their award-winning loyalty program and the convenience of online shopping for those who can’t make it to the store.

It’s no secret that the cost of living in Australia has skyrocketed in recent years. From fresh produce to pantry staples, prices have crept up, leaving many families feeling the pinch.

Factors like supply chain disruptions, extreme weather events, and global inflation have all played a part.

While supermarkets like Coles and Woolies do run specials and loyalty programs, many shoppers feel these don’t go far enough to offset the rising costs.

This incident raises a tricky question: Is it ever okay to steal food if you’re struggling to afford it?

While some argue that desperate times call for desperate measures, others believe that theft only drives up prices for everyone and hurts businesses, especially smaller, independent grocers who can’t absorb losses like the big chains.
Have you noticed your grocery bill creeping up? Do you think supermarkets are doing enough to help Aussies cope with rising prices? And what’s your take on this cheeky shopper’s antics—harmless protest, or just plain wrong? Share your thoughts in the comments below.

Read more: ‘We’ve been blown away’: The supermarket moment that had Aussies lining up