A Wiltshire man is believed to have paid £710 for a limited edition tin of Heinz spaghetti.
Most Heinz tins boast only "57 varieties"
Keith Black, 29, of Swindon, bought the tin on internet auction site eBay.
It is one of only 75 made to celebrate Heinz spaghetti's 75th anniversary and instead of the famous "57 varieties" slogan, it boasts "75 varieties" on the label.
Londoner Chris Picardo, 29, spotted the tin in his local supermarket and picked it up for just 35p.
He told a national newspaper: "I love spaghetti and when I first saw the can I knew there was something different about it."
More than 103 million cans of Heinz spaghetti were sold in the UK last year.
Mr Black added: "It was well worth the money."