{"id":148658,"date":"2026-05-22T16:13:47","date_gmt":"2026-05-22T14:13:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148658"},"modified":"2026-05-22T16:36:09","modified_gmt":"2026-05-22T14:36:09","slug":"filet-pur-flou-artistique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-flou-artistique\/","title":{"rendered":"[Filet Pur] Flou artistique"},"content":{"rendered":"\n

Arr\u00eatez les presses : il n\u2019y avait qu\u2019une seule priorit\u00e9 dans le food-retail belge cette semaine, et les mauvaises nouvelles ne sont pas des nouvelles. Car en ces jours de canicules, les supermarch\u00e9s ont autre chose \u00e0 faire que de fournir des actualit\u00e9s juteuses. Mais ce Filet Pur ne serait pas trop sec pour autant.<\/p>\n\n\n\n

Rideaux de fum\u00e9e<\/h2>\n\n\n\n

Ces inf\u00e2mes d\u00e9taillants voulaient profiter du fait qu\u2019il est arriv\u00e9 \u00e0 votre serviteur de faire le pont pour se lancer dans des joutes tactiques dans l\u2019espoir d\u2019\u00e9chapper \u00e0 l\u2019attention de ce petit donneur de le\u00e7ons de RetailDetail\u00a0? Rat\u00e9\u00a0! La cha\u00eene de t\u00e9l\u00e9vision publique \u00e9tait \u00e0 ma porte avant je m\u2019en rende compte et les employ\u00e9s de l\u2019Aldi<\/strong> local nous ont presque chass\u00e9s du parking pendant que je commentais\u00a0le flou artistique<\/em> de la brochure du discounter<\/a>\u00a0\u2013 ainsi que\u00a0les baisses de prix somme toute relativement modestes du<\/a>\u00a0des grands rivaux de Lidl<\/strong>.<\/p>\n\n\n\n

\u00c0 se demander s\u2019ils n\u2019ont pas mieux \u00e0 faire pour servir le consommateur, car ces \u00e9crans de fum\u00e9e semblent compl\u00e8tement futiles quand on voit que les cerises sont \u00e0 nouveau propos\u00e9es \u00e0 des prix exactement identiques dans les deux enseignes cette semaine, m\u00eame si c\u2019est pr\u00e9tendument avec 33% de r\u00e9duction chez l\u2019un et 1+1 gratuit chez l\u2019autre<\/a>, comme l\u2019in\u00e9galable (c\u2019est le cas de le dire) Foldervreter de Het Nieuwsblad l\u2019a une fois de plus parfaitement compris.<\/p>\n\n\n\n

Accident<\/h2>\n\n\n\n

Mais bon, la nervosit\u00e9 reste \u00e0 son comble dans le monde toujours aussi fascinant du food-retail, o\u00f9 les concurrents observent avec un int\u00e9r\u00eat plus qu\u2019ordinaire Lidl tenter de trouver un accord viable sur l\u2019ouverture dominicale d\u2019au moins une partie de son r\u00e9seau de magasins<\/a>. Tandis que dans le sud du pays, Intermarch\u00e9<\/strong> ferme irr\u00e9vocablement<\/a> les magasins non rentables qu\u2019il a rachet\u00e9 \u00e0 Mestdagh<\/strong>. Et pr\u00e9f\u00e8re ne pas communiquer sur ce sujet, mais bon, vous connaissez les journalistes… Comme l\u2019a dit le grand George Orwell : \u00ab Journalism is printing what someone else does not want printed<\/em> : everything else is public relations<\/em>. \u00bb<\/p>\n\n\n\n

Ne nous mentons pas : nous faisons beaucoup de relations publiques et nous avons cess\u00e9 d\u2019imprimer il y a longtemps, mais cela ne change rien au fait que les mauvaises nouvelles obtiennent de meilleures audiences que les bonnes. Et qu\u2019il ne faut pas non plus nous chercher… Nos pens\u00e9es vont \u00e0 Nestl\u00e9<\/strong>, qui a une fois de plus fait l\u2019objet de perquisitions<\/a> dans le cadre de cette longue histoire de fraude sur l\u2019eau. Et \u00e0 Danone<\/strong>, qui a \u00ab accidentellement \u00bb remis en circulation des bo\u00eetes de lait infantile contamin\u00e9es<\/a> dans les supermarch\u00e9s belges.<\/p>\n\n\n\n

J\u2019ai pleur\u00e9 jusqu\u2019\u00e0 la banque<\/h2>\n\n\n\n

Chez Mondelez <\/strong>aussi, on aurait pr\u00e9f\u00e9r\u00e9 \u00e9viter cette attention m\u00e9diatique pour la d\u00e9cision du juge allemand qui a estim\u00e9 que le fabricant de chocolat s\u2019\u00e9tait bien rendu coupable de tromperie<\/a> en r\u00e9duisant subrepticement ses tablettes de chocolat Milka de 100 grammes \u00e0 90 grammes. Un cas d\u2019\u00e9cole de shrinkflation<\/em>, selon le jugement.<\/p>\n\n\n\n

Et ce fameux guide du chocolat du WWF n\u2019avait pas encore \u00e9t\u00e9 publi\u00e9. Un outil en ligne qui permet aux consommateurs de s\u2019informer sur la responsabilit\u00e9 sociale du chocolat qu\u2019ils ach\u00e8tent au supermarch\u00e9.\u00a0Et qui s\u2019av\u00e8re \u00eatre le plus mauvais \u00e9l\u00e8ve de la classe\u00a0?<\/a>\u00a0Oui, le producteur de ce qui est pourtant la marque la plus populaire du pays, C\u00f4te d\u2019Or. Manque de transparence. Vont-ils s\u2019en \u00e9mouvoir\u00a0? Bah, comme l\u2019a fait Liberace, ce ph\u00e9nom\u00e8ne du showbiz am\u00e9ricain, \u00e0 la suite d\u2019une critique n\u00e9gative\u00a0: \u00ab\u00a0I cried all the way to the bank<\/em>.\u00a0\u00bb<\/p>\n\n\n\n

Money time<\/h2>\n\n\n\n

Pas le moindre nuage \u00e0 l\u2019horizon en revanche pour Devos & Lemmens<\/strong>, la troisi\u00e8me marque pr\u00e9f\u00e9r\u00e9e des Belges, qui, comme toutes les cha\u00eenes de supermarch\u00e9s et leurs fournisseurs de brochettes marin\u00e9es, de ros\u00e9, de charbon de bois et de serviettes en papier, s\u2019appr\u00eate \u00e0 r\u00e9aliser des chiffres d\u2019affaires records avec la hausse des temp\u00e9ratures. Et c\u2019est toujours le leader du march\u00e9 qui profite le plus de ces conditions m\u00e9t\u00e9orologiques favorables<\/a>, avons-nous appris lors de notre visite \u00e0 Puurs.<\/p>\n\n\n\n

Notre bo\u00eete mail a ainsi \u00e9t\u00e9 inond\u00e9e de communiqu\u00e9s de presse de derni\u00e8re minute dans lesquels chaque enseigne se pr\u00e9sentait comme la destination privil\u00e9gi\u00e9e des amateurs de barbecue, \u00e0 grands renforts d\u2019offres 1+1 et 2+2, d\u2019aper\u00e7us de tendances et des chiffres de vente stup\u00e9fiants. C\u2019est le money time<\/em>, comme on dit. Un money time <\/em>de trois jours, d\u2019ailleurs. Et qui sera ouvert tous les jours ? En effet.<\/p>\n\n\n\n

Tuyau<\/h2>\n\n\n\n

Deux food-retailers rivaux ont envoy\u00e9 presque simultan\u00e9ment des communiqu\u00e9s de presse sur un autre sujet\u00a0: outre la saison des barbecues, c\u2019est aussi le blocus qui commence.\u00a0Une p\u00e9riode de stress et surtout d\u2019exc\u00e8s de caf\u00e9, de boissons \u00e9nergisantes et de grignotages malsains<\/a>, nous expliquent \u00e0 la fois Colruyt<\/strong> et Albert Heijn<\/strong>. L\u2019un d\u2019entre eux esp\u00e8re marquer des points refilant un tuyau aux \u00e9tudiants d\u00e9sesp\u00e9r\u00e9s. En r\u00e9alit\u00e9, un tube rempli de snacks. L\u2019autre a mis au point un outil de recettes qui permet aux \u00e9tudiants en bloc d\u2019adapter leur r\u00e9gime alimentaire \u00e0 leur horaire d\u2019examens.<\/p>\n\n\n\n

Une nouvelle joute tactique ? Plut\u00f4t un bel exemple de synchronicit\u00e9. Les grands esprits se rencontrent et l\u2019opportunisme est d\u00e9sormais un imp\u00e9ratif moral dans le commerce de d\u00e9tail. Dont acte. Maintenant, qu\u2019il soit sain ou non, je crains que le pot de mayonnaise anniversaire \u00ab 1886 \u00bb que j\u2019ai re\u00e7u en primeur de D&L ne survive pas au week-end. Et vous, qu\u2019avez-vous pr\u00e9vu ? Bon app\u00e9tit et \u00e0 la semaine prochaine !<\/p>\n\n\n\n

\n
L’actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d’information ici !<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Arr\u00eatez les presses : il n\u2019y avait qu\u2019une seule priorit\u00e9 dans le food-retail belge cette semaine, et les mauvaises nouvelles ne sont pas des nouvelles. Car en ces jours de canicules, les supermarch\u00e9s ont autre chose \u00e0 faire que de fournir des actualit\u00e9s juteuses. Mais ce Filet Pur ne serait pas trop sec pour autant.<\/p>\n","protected":false},"author":3,"featured_media":148657,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[123,203,201,159,1538,624,204,251,319],"topic":[205,386],"region":[],"class_list":["post-148658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-albert-heijn","company-aldi","company-colruyt","company-danone","company-gb-foods","company-intermarche","company-lidl","company-mondelez","company-nestle","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"\n[Filet Pur] Flou artistique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Filet Pur, la rubrique du vendredi de RetailDetail Food, r\u00e9sume 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