We all freaking love Nutella, the hazelnut chocolate spread that goes ace with croissants, pancakes or toast. But are you nuts enough about it that you'd start a riot trying to get hold of it?
WATCH SHOPPERS CLASH OVER NUTELLA IN A FRENCH SUPERMARKET BELOW:
France certainly seems to be. As you can see in the video above, a discount on Nutella in a chain of French supermarkets drove shoppers into a frenzy yesterday, reportedly leading police to be called.
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The supermarket chain Intermarché offered a whopping 70 percent discount on the spread, bringing the price down from €4.50 (£3.90 / $5.60) to €1.40 (£1.23 / $1.74).
The price drop led to violent scenes across Intermarché stores as staff quickly lost control and bargain-hunters started swarming to the shelves to get hold of the cheap, sweet spread.
Footage showed disorder in several stores with one video, posted above, showing shocked bystanders watching the fracas and saying 'this isn't normal'.
"They are like animals. A woman had her hair pulled, an elderly lady took a box on her head, another had a bloody hand," one customer at an Intermarché branch in Rive-de-Gier, central France told French media.
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"We were trying to get in between the customers but they were pushing us," a member of staff told the regional newspaper Le Progrès.
According to the report, all of the shop's stock was snapped up in 15 minutes and one person even got a black eye after trying to separate scrapping customers.
Staff at another Intermarché branch in the Loire department told Le Progrès.that the sale was 'a catastrophe'.
"We need another system," an employee said at a different store.
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Some stores resorted to implementing a limit of three pots of Nutella per customer in an attempt to keep the peace, while police were called to Ostricourt in northern France after a fight broke out.
The gooey glory of Nutella is famous the world over, with 365 million kilos of the stuff being consumed every year across the globe.
The Nutella website proudly states that the amount of spread produced each year is equal to the weight of the Empire State Building.
The spread was created in the 1940s by the Ferrero family in the Piedmont region of Italy, which is well-known for the quality of its hazelnuts.
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Nutella's head company Ferrero SpA is also responsible for other nutty chocolate goods like Ferrero Rocher, Raffaello and Kinder Surprise.
The company said it regretted the violence yesterday, but said that the discount had been decided by Intermarché without consulting them first.
Featured Image Credit: PATopics: Food, World News, News, Nutella, France