FANS of the most famous chocolate spread in the world have descended en masse on a French supermarket chain after Nutella prices were slashed by a staggering 70 per cent.
Dubbed ‘The Nutella Riots’, violence erupted across multiple stores as enthusiasts scrambled to stock up on the sweet treat.
The supermarket chain slashed Nutella prices by a whopping 70 per cent
What is Nutella?
Nutella is the world’s most popular chocolate spread and is made with sugar, palm oil, hazelnuts, cocoa solids and skimmed milk.
The creamy spread was created by the Ferrero family in northern Italy in the 1940s.
Nutella production uses 25 per cent of the global hazelnut supply.
The French are second only to the Germans as the world’s top consumers of Nutella.
The company churns out 365,000 tonnes of the gooey stuff every year and the French consume about 100 million jars a year.
Ferrero products are available in 160 countries and World Nutella Day is celebrated on February 5.
What are the ‘Nutella Riots’?
Violence scenes have broken out at multiple Intermarché supermarkets across France after the chain slashed Nutella prices by 70 per cent.
This discount saw the price drop from around £3.90 to £1.20.
The discount was meant to last until Saturday but stocks ran out very quickly at many supermarkets.
Shoppers were caught on camera brawling as they attempted to stock up on the popular chocolate spread.
Reports in France described the bargain-hunters as “animals” as they pushed and scrapped to get their hands on the discounted jars.
The violent scenes have been likened to Black Friday brawls in the US.
Police were called to a store in Ostricourt in northern France as brawl broke out in the aisles.
One customer told French media: "They are like animals. A woman had her hair pulled, an elderly lady took a box on her head, and another had a bloody hand.”
A worker at an Intermarché shop in central France told Le Progrès newspaper: "We were trying to get in between the customers but they were pushing us."
Elsewhere, a staff member was reportedly pounced on while carrying a crate of jars on to the shop floor.
At another store in Montbrison, central France, customers hid pots of Nutella the night before the promotion began to stop rival shoppers buying them.
Exasperated store manager Jean-Marie Daragon said: “I solved the problem by limiting the number of pots to three per person. But they went back and forth.”
Similar altercations erupted in Roubaix in the Nord department store, as well as Wingles and Marles-les-Mines in Pas-de-Calais.
How did Ferrero and Intermarché respond?
Nutella’s Italian manufacturer, Ferrero, said it “deplored” the violence and distanced itself from the supermarket’s sale.
In a statement, the company said: “We wish to clarify that this promotion was decided unilaterally by the Intermarché brand.”
Supermarkert chain Intermarché has expressed its regret at the violent scenes caused by the simple price cut.