Ferrero, maker of Nutella, has decried the decision by Intermarché to create such chaos with steep discounting, saying its consequences create confusion and dismay in the minds of consumers. As it turns out, this may be the last time Intermarché or any other retailer will be legally allowed to offer a 70% discount. On Jan. 24, the French agriculture minister announced a new food bill that would cap promotional discounts at 34%.

Oddly enough, the origin of Nutella can be traced back to days in Europe when food was rationed following World War II. Back then, it was mostly marketed as an affordable, nutritious spread for toast. The product hit the US in the 1980s, and quickly gained a loyal following.

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