Blog: Dean BestIntermarche broke rules with Nutella promo, French watchdog says

Dean Best | 23 February 2018

The pandemonium in stores of Intermarché as shoppers scrambled to grab jars of cut-price Nutella went viral - but the country's competition watchdog has announced the French retailer broke rules on selling below cost.

Last month, Intermarché offered a 70% discount on jars of the Ferrero-owned brand, charging EUR1.40 instead of EUR4.50.

The deep-cut discount led to scuffles in some stores and the (in many ways, hilarious) scenes made international headlines.

However, the latest stage in the story has taken a less funny development for Intermarché, with France's Direction générale de la concurrence, de la consommation et de la répression des fraudes (DGCCRF) ruling the retailer had sold the spread at a lost, violating local regulations.

A French court will now decide if Intermarché will face a fine.

Officials representing the retailer had not responded to a request for comment at the time of writing.

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