Carrefour, which currently operates Carrefour hypermarkets, Carrefour Market, Carrefour City, Carrefour Express, Carrefour Contact, Carrefour Montagne, Promocash, Supeco, Atacadao and Carrefour City Potager. With this existing brand, as Olivier Dauvers explains on LinkedIn, it certainly aims to compete with Grand Frais.
French supermarkets face the same challengesin the fruit and vegetable sector as their Italian counterparts.
However, given that the name ‘Carrefour’ appears to have disappeared from the signage once again, it is unclear what synergies – in terms of marketing, purchasing and sales – might exist with the group’s head office regarding fresh produce, particularly as the head office will still supply part of the product range (e.g. ready meals). Perhaps only with major brands, such as Coca-Cola or Ferrero’s Nutella, which Match – unlike Grand Frais – will offer its customers.
Faced with this umpteenth attempt by the French group, scepticism remains amongst those who have worked there: they saw Carrefour as a model but have also witnessed – over the years – how it has squandered energy and money on a series of fruitless ‘experiments’.
Drafted on 7 July, updated on 10 July 2026
