Gargantuan Activision shooter Call of Duty: Modern Warfare 3 was supermarket giant Sainsbury's best-selling product by value during launch week.
It outsold a four-pint bottle of milk, a bunch of bananas and a pack of chicken breasts - Sainsbury's best-selling items in a typical week.
This is not to say Modern Warfare 3 sold more units than milk or bananas - the game was Sainsbury's best-selling product by value rather than volume, The Telegraph reports.
But the sales data highlights the increasing importance of video games to the supermarkets, which are branching out with exclusive offers and making life difficult for specialist video game shops, such as Game.
Tesco, for example, had the Joker's Carnival challenge map as an exclusive Batman: Arkham City pre-order bonus in the run up to the game's launch.