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Agence France-Presse

French supermarket chain Intermarche faces prosecution over heavy discounts that sparked frenzied scenes as customers jostled to get their hands on cut-price jars of Nutella, anti-fraud authorities said Thursday.
Videos of shoppers pushing and shoving as they tried to grab tubs of the chocolate spread – a breakfast favourite in France – went viral on the internet last month.
The DGCCRF fraud watchdog said its investigation showed Intermarche had illegally sold the spread at below-cost, adding that it had transferred the case to prosecutors.



The supermarket could face a maximum fine of 375,000 euros (US$461,000) for the aggressive pricing strategy, used to draw shoppers in to spend on other products.
The chain also slapped the 70 per cent discount on Pampers nappies, Carte Noire cafe and Perrier sparkling water.
“Our agents have concluded that Intermarche did not respect measures in place concerning selling at a loss, which is a criminal offence,” a DGCCRF spokeswoman said.
Intermarche has apologised after its three-day promotion prompted shoving and even full-blown fights in several stores over the Nutella.
The price of a 950-gram jar went down from 4.50 euros (US$5.60) to 1.41 euros overnight, sparking scenes that one worker likened to “an orgy”.
Videos of the shopping frenzy were shared thousands of times on social media, with comedian Anthony Joubert racking up a million plays on a song featuring the lyrics, “A euro for Nutella, I’d kill a mother or father for that.”
The chain did not immediately respond to a request to comment. 
Ferrero, the Italian company that makes Nutella, said the discount decision was taken “unilaterally” by Intermarche and risked creating “confusion and disappointment” for consumers.
 


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Food and Drinks

French supermarket chain Intermarche faces prosecution over ‘Nutella orgy’

Intermarche has been accused of selling Nutella at a loss during a recent promotion that sparked riotous scenes in France. Photo: Agence France-Presse

A person walks past an advert for the "Four cheapeast weeks of France" on the parking of Intermarche in Bailleul, northern on February 1, 2018 few days after promotion deals have led to in-store scuffles over cut-price jars of Nutella. The French government has implored supermarkets to refrain from the kind of promotion deals that have led to in-store scuffles over cut-price jars of Nutella, a minister said on January 31. / AFP PHOTO / PHILIPPE HUGUEN

Why ‘Nutella riots’ erupted in France, gastronomic capital of the world

Nutella, the Ferrero company’s spread was an instant hit when introduced in France in the 1960s. Photo: Reuters

In this image taken from video a customer carries away pots of Nutella the chocolate and hazelnut spread, as others congregate around display of the product in a supermarket in Toulon southern France on Thursday Jan. 25, 2018. Brawls broke out in French supermarkets on Thursday as shoppers scrambled to get their hands on discounted pots of the chocolate and hazelnut spread Nutella. (AP Photo)

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