Is This A Ghost, A Hoax, Or A Rat? [Video]

I'm not sure what's going here. Watch this surveillance camera footage, and you'll see a box of fruit roll ups fly off the shelf and hit the ground. My first thought was, could be a rat scurrying through the shelf knocking this one box off. But, the more I watched it, the way the box shoots off the shelf, I don't think that's it. Could it just be a hoax by the store owner trying to drum up some business?