company action no longer buys even one more KitKat chocolate

A reference in retail when it comes to chocolate, Americanas has lagged behind in the race with these sweets. At least when it comes to price.

With one share in the retailer priced at R$1.85 this Wednesday morning, it is no longer possible to buy a 45g unit of KitKat, a chocolate that has become a symbol of the company’s strength in sales in this retail segment. On the retailer’s website, a unit costs R$ 3.99.

If there were a KitKat Index, an Americanas share today would be priced at just over half a chocolate.

With the crisis at the company, memes about the effect of the retailer selling chocolates multiplied on social networks. Most say in a good-humored way that the financial problem came from the very low prices charged for bars and other sweet options.

tempting discounts

Since the 11th, when the retailer went to the market to say that it had found accounting consistency of R$ 20 billion in the balance sheet for 2022 and previous years, which raises the company’s debt to more than R$ 40 billion, Americanas shares more than 86% have already fallen.

Known for being able to negotiate good discounts with the candies and chocolates industry, Americanas has become a preferred retail landmark for chocolate fans.

During the pandemic, it even sold combos with up to seven KitKats for BRL 10. With the rise in inflation, this package was dwindling, but preserving an attractive price to hook the consumer when buying the chocolate-covered waffer bar.

Today, the combo brings four KitKats for R$ 11.96. In this case, an investor would need seven Americanas shares to take that package home.

By Data Chocolate, let’s say, the role of Americanas also loses out to another sales success, Bis, by Lacta.

The BiS Extra unit, also 45g, costs R$ 3.99, like its competitor KitKat. The traditional 126g box costs R$ 7.49 or the equivalent of more than four shares of the retailer.

Due to the fluctuations, it is an opportunity for those who like to invest in… chocolate.