The CEO of a harm prevention services provider has slammed a food retailer caught selling alcohol for 67 cents a can.

Pak 'n Save New Plymouth is under fire for marketing $3.99 six-packs, but Foodstuffs North Island say the beer was priced wrongly and it's since been corrected.

Hapai Te Hauora CEO Selah Hart says mental health issues are a major problem, and this exploits families suffering at the hands of addiction.

"You know who that's targeted to, it's not to those that can manage their drinking in a way that is helpful or sustainable. We're actually looking at those families who cannot control their drinking behaviours and therefore can not move past these really attractive signs."

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