Nutella Discount Sparks ‘Riots’ In French Supermarkets

Supermarkets across France have descended into chaos after a chain store called Intermarché offered up a 70% off discount on the chocolate and hazelnut spread.

Customers have compared the scenes to “riots” with footage on social-media showing people jostling each other and swarming around shelves to nab multiple pots of the cut-price item.

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Police were reportedly called to multiple stores across the country to calm down the chaos, and there have been reports that customers sustained injuries like black eyes, blood hands, and knocks to the head after being caught up in the furore.

The supermarket chain had reduced their 950g jars of Nutella from €4.50 (£3.90) to €1.41 (£1.23).

Someone who witnessed the brawls claimed that the shoppers behaved “like animals,” telling Le Progres: “A woman had her hair pulled, an elderly lady took a box on her head, another had a blood hand,” they said. “It was horrible.”

At another store in Montbrison, central France, Nutella enthusiasts went to the lengths of entering the shop the day before the promotion kicked in to hide pots of the item in secret locations. 

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Nutella’s manufacturer has "deplored" the scenes that went down across France and distanced themselves from the promotion itself: “We wish to clarify that this promotion was decided unilaterally by the Intermarché brand.”