The Minister of Consumer Protection in Belgium has requested an investigation into the aggressive promotions of the Albert Heijn and Colruyt chains, accusing them of unfair competition and mismanagement of offers.

The aggressive discount announcements from the supermarket chains Albert Heijn and Colruyt have led to the rapid emptying of shelves, attracting the attention of the Minister of Consumer Protection, Rob Beenders. He has requested the Economic Inspectorate to investigate whether the promotions comply with legal regulations, emphasizing that poor management of offers affects consumers and small traders.

Albert Heijn, part of the Ahold Delhaize group, has offered discounts on products such as detergent and toothpaste, but selling at a loss is prohibited in Belgium. Beenders stated that the investigation aims to ensure fair competition and that all actors must adhere to the same rules. Representatives of independent supermarkets have warned that these campaigns can create a harmful spiral for the sector, and some organizations are calling for stricter regulations inspired by French legislation. Beenders insisted that discounts are beneficial as long as they are fair.