Last week we saw how consumers aren't only seeing household budgets squeezed but might even find their favourite groceries are simply unattainable. If being hit in the wallet wasn't bad enough, being hit in the stomach is a recipe for misery.
Fortunately, our pain has not gone unnoticed with supermarkets keenly aware that a satisfied consumer is well-fed. To this end, Carrefour is the latest big player to trumpet price freezes: 100 of the most essential products that won't get any more expensive for 100 days.
Whilst this might seem a welcome show of benevolence, we should perhaps take a look at how supply chains function before lauding the French grocery giant for its display of corporate compassion. Though there's a nice ring to the 100-day grace from heady price hikes, it's unlikely to be the initiative of the marketing department aiming for a three-digit figure.
More probable is that it has much to do with supply contracts currently being fixed at 100-day intervals, meaning that for all the relief that Carrefour's announcement will bring consumers, it shouldn't cost the company. On the contrary, a marketing expert suspects that it boils down to a move to attract new customers and will bring a net gain.
Whilst this isn't necessarily cause for complaint, we might be wary of major market players portraying themselves as munificent providers of plenty. Crisis or no crisis, the bottom line doesn't change.
Will you be heading to Carrefour? Let @Orlando_tbt know.
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The Brussels-Capital Region will hold its much-celebrated annual Car Free Sunday on Sunday 18 September this year, when it will be the largest car-free zone in Europe. Read more.
2. Carrefour puts price freezes on 100 essential products
In a move aimed to provide relief to customers struggling with the cost of living crisis, French supermarket chain Carrefour has announced a 100-day price freeze for 100 common consumer products. Read more.
3. Female-friendly city: Six projects to 'emasculate' public spaces in Brussels
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5. Anderlecht fans donate €7,000 to vandalised Falstaff restaurant
Hundreds of supporters of football club RSC Anderlecht donated to a fundraising campaign for Brussels restaurant Le Falstaff next to the Bourse in the city centre which was vandalised by hooligans two weeks ago. Read more.
6. Liz Truss becomes Britain's next Prime Minister. What's new?
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7. Hidden Belgium: The oldest museum in Belgium
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