VIDEO: French shoppers brawl as Nutella goes on big sale

French shoppers have gone nutty and are feeling the pain to get the perfect compliment to their bread.

A sale of the hazelnut spread Nutella has led to "riot scenes" in supermarkets after the price was slashed roughly 70% to 1.40 euros ($1.70) for roughly two pounds of the sweet stuff, according to newspaper Le Progrès.

"They are fierce like animals. A woman had her hair pulled, an older woman took a carton to the head, another had a bloody hand," one shopper who was at a store in the town of Rive-de-Gier told the outlet.

Police were called to fighting at a store in Ostricourt, according to Le Parisien.

The jarring scenes of those looking to get their hands on the paste were reported at several locations of the supermarket Intermache offering the discount, and even stores without outbreaks of violence said that hundreds of jars of Nutella flew off the shelves in a matter of minutes.

Confectionary giant Ferrero, which makes the chocolate-y creation, said in a statement that it had no part in creating the sale, and that it "deplores" the creation of confusion and disappointment around its product.

Intermache, for its part, seems content to let them eat crêpes, and may repeat the sale this weekend. 

Though Europe has long had a taste for Nutella, the spread has also spread its fan base to the U.S.

Columbia University students made nationwide headlines in 2013 after a report in the Columbia Spectator said that they were taking $5,000 worth of Nutella per week from dining halls, which would have led to $250,000 a year spent on the product.

However, the university later clarified the report and said that it spent $2,500 on Nutella in the first three or four days it was offered, the actual cost per week is a more reasonable $450.