70% discount on Nutella spark chaos in French supermarkets

70% discount on Nutella spark chaos in French supermarkets

70% discount on Nutella spark chaos in French supermarkets

The promotion, launched on Thursday, reduced the price of more than a million 950-gram jars from 4.70 euros ($5.85) to 1.41 ($1.75).

Similar scenes were filmed on mobile phone in the village of Rive-de-Gier, where one customer said that nobody, not even the elderly, was spared the violence. "One woman had her hair pulled... another woman's hand was bleeding".

Some stores resorted to restricting sales to one jar per person, with several quickly running out of stock and having to turn away customers.

The sales at the Intermarché chain-€1.41 ($1.76) a jar, representing 70% off-prompted "riot scenes everywhere", according to the Lyon-based newspaper Le Progrès. A chocolate and hazelnut spread mostly acts as morning bread spread to nearly half of the world's population.

A supermarket worker has described people's desperation to get their hands on cut-price Nutella as an "orgy".

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"We were trying to get in between the customers but they were pushing us", said one employee, who added the store had sold out of Nutella in just 15 minutes.

The chocolate spread is hugely popular around the world with an estimated 365million kilograms being consumed annually.

Nutella was the spread that really built the company, though. The employee said that store management was very almost forced to make a call to the police to intervene in the matter.

Ferrero, the company which owns the Nutella brand, said in a statement that the special offer was entirely the decision of Intermarche and that it deplored reports of "confusion and disappointment".

About 365m kilos of Nutella is eaten every year in 160 countries. The Ferrero family created the creamy spread back in 1940 in the Piedmont region of Italy, which is known for its high-quality hazelnuts.

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