Why is Albert Heijn stunting with 2+5 free? “Big brands have to offer mega discounts. And that is their own fault”

This week Albert Heijn is doing what no supermarket has done before: on 16 products you get five free when you buy two. Why do supermarkets and major brands such as Dreft and Dash offer such mega discounts? “That is not because the manufacturers are generous donors, no. It is a dire necessity,” experts say. How come? And why is that their own fault?

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