ROLL-BACK OR ROLL-UP PRICES.

Wal-Mart does a lot of advertising about ROLL-BACK prices. I have noticed that there are also ROLL-UP prices as well.
As a diabetic I use test strips to test my blood and have noticed that the brand that I use has gone up about $2.00. I enjoy their Great Value potato chips and have noticed that they have gone from $1.75 to $1.98. Being a widower I don't cook much so I rely on microwave dinners. The brand that I use is Smart Ones which have gone UP in price from $1.88 to $1.98.
Come to think about it I haven't seen a roll-back commercial in a while. Are they no longer rolling back?.