The brands of the Coca-Cola group will be less present in Intermarché supermarkets. As part of the 2021 trade negotiations, an agreement has been reached between the two companies.
Intermarché will therefore only offer “22 references in its portfolio, with a selection focused on our main brands: Coca-Cola, Coca-Cola without sugar, Coca-Cola light, Fanta, Fuze Tea, Monster, Capri-Sun”, explained Marc Vidal, GMS France sales director of Coca-Cola European Partners (CCEP), in an interview with Beverage department spotted by BFM TV. By way of comparison, 50 references were selected in 2020 and 100 in 2019.
Disagreement between the two groups
Originally, a commercial disagreement had broken out between Coca-Cola and Intermarché in early 2020. The large-scale retailer wanted “to reduce the place of certain sodas in favor of products that embody new trends, healthier, less sweet” , had indicated Thierry Cotillard, president of ITM Alimentaire, the entity responsible for supplying the points of sale of Intermarché and Netto, in a note unveiled by LSA.
Coca-Cola then decided to stop delivering its entire range to these brands. A court decision then required CCEP to resume deliveries, recalls BFM TV. “CCEP is not in conflict with Intermarché since we have signed an agreement for the year 2021”, specifies Marc Vidal to Beverage department, adding that the bottler remained open “to any development of Intermarché offering more choices to consumers”.