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It’s a well-known fact that Nutella is the nectar of the gods. But, a supermarket discount on this sweet, chocolatey nectar had French shoppers brawling in the aisles. Indeed, local media even went so far as to describe the scene at one supermarket as a riot.
There were fisticuffs in the aisles at Intermarché supermarkets around France after the store offered a 70 percent discount, which brought the price of the hazelnut spread down from €4.50 (£3.93, $5.60) to €1.40.
France loves Nutella, and may account for 26 percent of the world’s consumption of the sticky goodness. The Italian chocolate spread reminds many French people of childhood. Because many people turn to sweet things in times of uncertainty, the chance to get a hold of something comforting for next to nothing probably proved irresistible to the shoppers.
At one store in Saint-Cyrien, southern France, customers reportedly threw themselves on a staff member carrying a pallet of Nutella pots.
Ferrero, the company that makes Nutella, said it regretted the violence but pointed out that the supermarket Intermarché was entirely responsible for the promotion.