Bottles of limited edition designer HP Sauce went on sale at Harrods at four times the usual price.
Paul Smith's customised multi-stripe pattern appear on the bottles
The first 500 of the special bottles of HP sauce, customised by British designer Paul Smith, went on sale on Monday and sold out within hours.
Produced at the company's factory in Birmingham each £2.95 bottle is numbered and comes with its own certificate of authentication.
Some 10% of the proceeds from the sale will go to the baby charity Tommy's.
Andre Dang, press and product manager for Food Hall and Restaurants at Harrods, said he had been told one bottle had already appeared for sale on eBay.
"The first 500 arrived yesterday and people travelled from far and wide to buy them," he added.
"We are expecting the next delivery very soon but will have to limit the sale to one bottle per customer."
HP has produced 1,899 limited edition bottles to mark the fact that the sauce came into existence in 1899.
Paul Smith's customised multi-stripe pattern appears on the bottles, which usually cost under £1 for the same size with an ordinary HP label.
Paul Smith said: "As part of Harrods' Truly British season, I was invited to work with HP on an exclusive project.
"Customising the HP label was a great way for me to be part of this celebration of all things British."