Fights and riots broke out in multiple parts of France after Intermarché supermarket chain announced a 70 percent cut in the cost of Nutella.
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The rush to acquire the discounted beloved hazelnut spread resulted in brawls among shoppers. About 800 million pounds of Nutella are consumed annually in 160 countries.
Police officers had to be summoned to monitor the riotous scenes, which showed a crowd of people stuffing jars of Nutella into bags.
“Some customers came the night before the promotion to stash the Nutella pots in other places, so to prevent others from taking them,” Jean-Marie Daragon, the manager of the Intermarche, said.
Several stores resorted to limiting the number of Nutella each customer to allow more people to get in on the deal. Other establishments were sold out within 15 minutes.
Reports surfaced detailing Nutella-related injuries, including hurt hands, hair pulling and people generally fighting “like animals.”
Discount seekers rushed the aisles of the supermarket to get their hands on the deal. The product reportedly moved the equivalent of three months worth of units, in one store, during the rush.
Nutella's maker, Ferrero, stated that they regret the violence while distancing themselves from the promotion.
“We want to clarify that the decision for the special offer was taken unilaterally by Intermarché,” the firm said in a statement. “We regret the consequences of this operation, which created confusion and disappointment in the consumers’ minds.”