Edeka is running a new advertisement online and promoting its own brand Gut & Billig.
The internet is bubbling, customers feel like they're being made fun of.
Hamburg - Inflation is ebbing slightly in Germany, but food prices continue to rise.
Customers in supermarkets or discounters feel this every day.
Price increases are due to price wars between manufacturers and retailers.
Edeka is also affected by this.
New Edeka advertising is causing a stir on the internet
Because production costs have risen, manufacturers charge a not inconsiderable price premium for their goods.
But Edeka does not agree with this and is therefore in a dispute with companies, which has now even escalated to such an extent that deliveries have been stopped.
For example, customers in many Edeka branches are currently unable to find any products from world-famous brands on the shelves.
Germany's largest supermarket chain has now addressed the price war on Facebook.
In a new advert, Edeka is dishing out against Pepsi and Mars.
In the photo post, which has already been commented on thousands of times, products from the Gut & Billig brand are shown under the title “Das Mars probably Pepsi!”: chocolate bars, cola and lemonade.
Among them the request to customers: "Try our delicious alternatives."
Edeka has received clear criticism: "Sorry, but you haven't been good and cheap for a long time"
Anyone who has not yet recognized Edeka's intention must read the text above the picture.
There it says: "Mars and Pepsi: It's okay that you no longer supply us, because we don't have room on the shelves for lifted prices!
We stay down to earth and are there for our customers in the usual GUT&GÜNSTIG quality!”
While many people feel patronized by the Edeka advertising, the second part bothers some.
They accuse the grocer of hypocrisy.
"Sorry Edeka, but you haven't been good and cheap for a long time," says one comment.
"Oh, and that's why your chicken dinos have been increased from good & cheap from 2.79 to 3.99 from one day to the next," notes one user ironically.
Edeka customer complains about high prices for private label products: "It's cheeky and inappropriate"
Another user writes: "Prices should no longer have a place on the Edeka shelf - it just occurs to me that the Gut & Billig iced tea was recently raised from €0.45 to €0.79, a price increase of over 50 %, fits together.” For another, Edeka is basically too expensive: “When I look at your prices, you really are anything but down-to-earth!!!
Aldi, Lidl and Co, they can scold each other down to earth, but not you!
"It's all about making more money with your inferior good and cheap products," complains one.
"Especially the "good and cheap" products no longer deserve the word cheap!
(...) On what grounds does milk powder now cost €1.49 instead of €0.69???
Bolognese sauce instead of 79 now 1.49...!
THAT is cheeky and inappropriate!”, a customer lets her anger run wild.
In fact, in 2022, the prices of private labels at supermarkets and discounters rose faster than branded goods.