Outrageous price increases

I am a very loyal and regular customer of Pick n Pay and have been for many years now.

As of late I have seen a large increase in pricing on some items, in Particular Coke Cola

Everyone,understands that prices go up every year and that has become a part of life for people. That being said how do you justify a near 30% increase in the last five months?

Worst part of it every second week Pick n Pay runs a "special" on Coke and them price drops back down to R25.00 for two (R12.50ea) to R13.50?

Last week Monday Coke was R15.79 then on special R13.49, today it jumped up to R16.49?

This either means Pick n Pay makes a huge 40-50g p on this product or this borders Price fixing.

I would really some answers regarding this matter

Regards