New front in the supermarket war: Colruyt will now also offer fresh bread. “It’s a must”

Since this week, Colruyt has been baking bread on site in ten additional stores and that is probably just the start of a larger offensive. Supermarket specialist Gino Van Ossel (Vlerick Business School) calls it a strategic move: “There is no product that is bought as often as a loaf of bread.” Why didn’t Colruyt do that for years? And should traditional bakers now fear for their customers?

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