Brawls broke out in French supermarkets on Thursday as shoppers scrambled to get their hands on discounted pots of the chocolate and hazelnut spread Nutella.
The Intermarche chain launched a massive discount on the spread, reducing the price of a 950 grammes (33.5 ounces) jar by almost 70 percent, from 4.50 euros (5.6 US dollars) to 1.41 euros (1.75 US dollars).
The sale led to a rush on Nutella in one supermarket in Toulon, with shoppers shoving each other as they tried to get their hands on the jars.
Ferrero, the company that produces Nutella, said “the decision for the special offer was taken unilaterally by Intermarche”.
The supermarket chain did not immediately answer a message from The Associated Press seeking comments.