'2 + 5 free': Belgium opens investigation after two supermarket chains compete in price cuts
For a week, customers in Belgium of some of the Albert Heijn and Colruyt chain supermarkets were able to take advantage of promotions that are rarely seen: “2 + 5 free”, that is, seven products for the price of two. And, according to the first findings, the ad achieved its goal, as the shelves with the targeted products were emptying as you could see, reports La Libre.
The situation attracted the attention of the Minister of Consumer Protection, Rob Beenders, who asked the Economic Inspectorate to open an investigation.
“Some promotions have been poorly managed: empty shelves, unclear terms and unequal access to offers. This harms not only consumers but also small independent traders who cannot compete,” the minister explained.
The inquiry will have to determine whether the two giants of the big distribution chains complied with the rules on promotions.
Albert Heijn is a Dutch supermarket chain, founded in 1887, which is part of the international Ahold Delhaize group, known in Romania for owning Mega Image supermarkets. Albert Heijn is the largest and best-known food retailer in the Netherlands, with hundreds of stores in the country and neighboring Belgium.
Which products did the two supermarket chains offer discounts on
The Belgian chain Colruyt, known for its constant discount stores, announced earlier this month discounts on certain products targeted by Albert Heijn's “2 + 5 free” campaign. The Dutchmen's initial offer applied to a selection of 16 products, including classic detergent, dishwasher capsules, Colgate toothpaste or Heinz ketchup.
In Belgium, selling at a loss is prohibited, as are deceptive practices such as attracting customers with a spectacular offer, even though stocks are not sufficient to meet demand.
On behalf of Albert Heijn, the company claims that it acted within the limits of the law. “We are committed to supporting the purchasing power of our customers,” spokeswoman Ann Maes said, noting that these campaigns were made possible through “close collaboration with our suppliers.”
Even though it prides itself on offering the lowest prices in Belgium, Colruyt has followed the example of the Dutch chain only in its stores in Flanders, triggering a kind of local price war.
The big supermarket chains, accused of unfair competition
Minister Rob Beenders said the investigation was not just about protecting consumers, but about ensuring fair competition. “Promotions can be useful for purchasing power, but only if everyone has equal chances and if all actors follow the same rules. Consumers have the right to clear, honest and realistic discounts,” insisted the Belgian official.
The representatives of the independent supermarkets Unizo and Buurtsuper declared that such promotional campaigns not only empty the shelves, but also put pressure on the entire sector. According to them, such practices create a dangerous spiral: big chains can negotiate dumping prices that small stores will never be able to follow.
“At first glance, this seems advantageous for the consumer, but in reality it is a harmful development,” said Luc Ardies, managing director of Buurtsuper. He argues that behind these aggressive campaigns, it is the suppliers and farmers who suffer.
Some organizations have called for stricter regulation, modeled on France, where a 2019 law limits discounts on food products to a maximum of 34%, thus also banning “1 + 1 free” offers.
Pending the results of the investigation, Rob Beenders said he still wants to temper spirits. The discounts themselves are not the problem, he believes, as long as they are fair. “The market must remain a place where success does not depend on size, but on fair play,” the minister emphasized.
