“I loved Knorr”, “Before Magnum it meant big”… Why Intermarch was taken to court by Unilever
A third French food distributor observes that the approach is “part of a domestic row of commercial negotiations, from a timetable point of view” and says it “can imagine that this is a very clumsy attempt at destabilization”.
Agri-food and hygiene products giant Unilever (Nor, Amora, Ax and Carte d’Or brands) has summoned Intermarch for summary action over a poster campaign it deems defamatory, while the two players are in the middle of commercial negotiations.
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“We have received a surprising subpoena from Unilever,” replied a third French food distributor. Intermarche, noting that the approach “is part of a domestic row of trade negotiations, from a timetable point of view”, saying it “can imagine that this is a very clumsy attempt at destabilization”.
Unilever is fighting a communications campaign by Mousquetaires/Intermarché, which has hijacked advertising slogans associated with some of the brands in its portfolio, criticizing cases of “redeflation” or “shrinkage” when product volumes are reduced or requests for excessively high prices. For unchanged or higher price.
“Nor, I like”, or carte d’or ice cream that “doesn’t go behind the spoon”: a company listed on the London Stock Exchange has in recent days brought the court commissioners to order “some intermarche. To prevent stores deeming this display offensive”. Sector expert Olivier Dauvers reported on Thursday on his site “Le Web Grande Conso”.
A lawyer for the group, also known for Dove soap, X deodorants, Knorr soup and Magnum ice cream, did not want to comment to AFP.
Negotiation under stress
The exchange of arms occurs when supermarkets negotiate with their agro-industrial suppliers the terms of sale (purchase price, shelf space, promotional calendar, etc.) of most of the products sold on a large surface. Coincidentally, a summary hearing by the Commercial Court was scheduled for January 31, the last day of these commercial negotiations, according to Intermarche.
“We have been condemning the practice of “shrinking” for several weeks before the start of the current negotiations,” commented Intermarch, which said it hoped that “this kind of campaign will allow the manufacturers concerned to demonstrate greater transparency and moderation. .
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A few months ago, Intermarche criticized the maker of Petit Marseilles soap for being “fed,” or for throwing the “cold shoulder” to frozen products Findson, calling price requests unreasonable.
For its part, Carrefour, the second largest food distributor after E.Leclerc, also recently condemned the pricing policy of its supplier PepsiCo by removing from its shelves its products, Lay’s or Doritos chips, Quaker cereal, Pepsi or 7Up soda, Lipton sweet tea. , announcing by display: “We will no longer sell this brand due to unacceptable price increases”. “Discussions with Carrefour have been ongoing for several months and we will continue to do so in good faith to ensure our products are available,” a PepsiCo spokesperson responded.
