I saw frozen Wolferman's bagels at Harry & David this past weekend for $5.95 for a package of four. It appeared to be the regular price. $30 for 13 seems a bit pricey.
I believe it's $30 for 13 packages of muffins, which appears to be a pretty good deal. I was going to order the 5 fruit packs for $15, but I might get this one and make room in the freezer.