Price Hiking

The price of bonanza pump flavored water has increased considerably the other day this product was on special for R44 however the price has gone up to R66.99 when other suppliers are charging R58 for a pack of six. I know that people love to buy this water is this why the price has been hiked up? How much profit are you making? Other products for example 6x long life milk are way more expensive while even Woolies is charging much less?