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I'll bet their Magnums are a heck of a lot cheaper than the cones I bought in Sidmouth recently!
AUD$ 4 for a packet of four in the supermarket (on sale).
AUD$ 5-6 EACH retail ...

Assuming that the company is not making a loss, even at full price in the supermarket (AUD 7.50), that markup of 300% is pretty hard to justify ...