There's a lot of things we'd do to get our hands on a lifetime supply of Nutella: robbery in broad daylight, selling off our firstborn (if we had one), and pawning off our £5,000 engagement ring (again, if we had one) are all possibilities we've considered over the years.
Anything to get that sweet sweet nutty goodness in our bellies.
But if it came to elbowing a fellow shopper in the face and gnawing at the hand of a small child reaching out for a tub of the hazelnut spread in the actual real life, we think we might have to reconsider.
The BBC reports a discount on Nutella has led to 'violent scenes' in a chain of French supermarkets as shoppers fought - yes fought - to get their mitts on a nutty bargain.
On Thursday, Intermarché supermarkets offered a 70 per cent discount on Nutella, bringing the price down from €4.50 (£3.90) to €1.40, resulting in police being called out to several stores when fights broke out.
'They are like animals. A woman had her hair pulled, an elderly lady took a box on her head, another had a bloody hand,' one customer told French media.
Look, we don't condone violence in any circumstance but if you're going to whack someone in the face, don't do it over a jar of hazelnut-filled condiments.
It's just not cool guys, pas du tout!
A member of staff at one Intermarché shop in central France reportedly told the regional newspaper Le Progrès: 'We were trying to get in between the customers but they were pushing us.'
In the Loire Valley, a store's entire stock disappeared in minutes and a customer ended up with a black eye, while in the south of France shoppers resorted to throwing themselves on a worker carrying Nutella, according to reports.
While we attempt to contain our giggles, we must point out that Nutella is no laughing matter with the French, otherwise know as the second biggest consumers of Nutella after the Germans.
Our Gallic friends are estimated to consume a whopping 100 million jars of the stuff a year.
The supermarket chain said it regretted Thursday's violence, but noted that the discount had been unilaterally decided by Intermarché.
If this is what people do for Nutella in France, imagine what they'd do for cheese. Unthinkable.
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
