In 2021, the Intermarché shelves will house fewer brands of the Coca-Cola group than in 2020. The main reason for this decline, a disagreement between the distributor and the American group.
A conflict between Intermarché and Coca-Cola
For nearly a year, the French distributor Intermarché has been in a commercial dispute with the American group Coca-Cola. A conflict that led to the conclusion of an agreement for the trade negotiations for the year 2021. Intermarché will only offer 22 references from the Coca group, against a hundred in 2019 at the start of the conflict.
Coca-Cola European Partners (CCEP) GMS France sales director, Marc Vidal, assures us in an interview with Rayon Boissons that despite this reduction, there is no conflict between Intermarché and Coca-Cola. Confirming, however, that the distributor kept only ” 22 references to its cadencier, with a selection focused on our main brands: Coca-Cola, Coca-Cola sans sucres, Coca-Cola light, Fanta, Fuze Tea, Monster, Capri-Sun », Compared to 50 in 2020.
A desire to clean up the shelves
The reduction in the number of Coca-Cola group references on Intermarché shelves is also the result of an ancillary decision by the distributor, that of cleaning up its shelves. At the start of 2020, the Intermarché and Netto group announced its desire to ” reduce the place of certain sodas in favor products that embody new trends, healthier, less sweet “. This announcement was the starting point of the conflict, since the Coca-Cola European Partners group then decided to stop supplying stores.
Marc Vidal, confides: “ We are working with Intermarché to normalize our relations in our respective interests. We remain convinced at CCEP that consumers expect choice and innovations that meet each of their consumption occasions. But Intermarché remains free in its choice of assortments ».