Riots Broke Out in France. Reason? Discounted ‘Nutella’ Jars

“They are like animals. One woman had her hair pulled. An elderly lady took a box on her head,” said a customer.

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Brawls broke out in French supermarkets as shoppers scrambled to get their hands on discounted jars of Nutella chocolate and hazelnut spread, reported The Associated Press. Social media was abuzz with chaotic scenes filmed in several supermarkets across the country operated by the Intermarche chain, which offered massive discounts on jars of Nutella.

The promotion by Intermarche, launched on Thursday, 25 January, reduced the price of more than a million 950-gram jars from 4.70 euros ($5.85) to 1.41 ($1.75).

In one video posted on Twitter, customers are seen shoving each other and shouting as they try to get as many jars as possible. According to Le Parisien newspaper, shoppers started to fight in the northern town of Ostricourt, prompting police to step in.

Intermarche did not immediately answer a message from The Associated Press seeking comments. Ferrero, the company that produces Nutella, decried the incidents and distanced itself from the supermarket chain.

We want to clarify that the decision for the special offer was taken unilaterally by Intermarche. We regret the consequences of this operation, which created confusion and disappointment in the consumers’ minds.

Ferrero, Nutella’s parent company, said in a statement

The incidents have garnered headlines all across the world.

According to Reuters, customers were furious after the altercations at several places. “They are like animals. One woman had her hair pulled. An elderly lady took a box on her head. Another had a bloody hand," one customer told the newspaper Le Progres.

The discount was meant to last until Saturday but stocks ran out very quickly at many supermarkets. Sales went smoothly in some places, however, with no incidents reported in several supermarkets taking part in the promotion.

(With inputs from Reuters and AP)