Is this price fixing???

Is the Blue Ribbon Toaster bread being made with special flour or something, why is it so expensive? I understand a small difference in pricing here and there but why does it cost R10.99 at pnp and R13.99 at Shoprite? This is ridiculous!!!!

I have questioned this within the retailer and was told the price is normal, surely you have merchandisers in the shops that brings this ridiculous price difference to your attention.