It's Lildl's turn to offer a baguette at 29 cents.
A week after Michel-Édouard Leclerc's announcement, which sparked an outcry from farmers, bakers and competing distributors, the executive director of Lidl France announces that the brand is aligning itself with their competitor.
"
It's been 10 years since all the French distribution sold this baguette at 35 cents
", he recalls this Thursday on RMC.
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An alignment that Michel Biero deems necessary.
“
When the leader of French distribution positions itself on a price for a product as emblematic as the baguette, the entire distribution will follow it.
“A commercial approach that he does not seem to endorse.
“
I do it with regret because it is not very responsible because it is fueling a price war that destroys values and it is sending a dramatic message to an agricultural world which is today in great distress.
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It remains to be seen whether the other brands will decide, in turn, to match these prices and for how long.
As a reminder, Leclerc freezes the price of this wand for at least four months.
