Poland's most popular store chain faces a multi-billion dollar fine of 10% of turnover

The Polish Office for Competition and Consumer Protection (UOKiK) has filed a lawsuit against Jeronimo Martins Polska, the owner of the Biedronka retail chain, for violating the collective interests of consumers. About it says on the website of the antimonopoly authority. The company faces a fine of up to 10% of its turnover.

Three executives of Jeronimo Martins Polska have also been charged and face a fine of up to two million zlotys (about 470,000 euros).

The lawsuit was based on consumer reports of violations during advertising campaigns of the Biedronka chain.

Customers of Poland's largest retail chain complained, among other things, about problems reading the correct price when buying several products, and that information about the lowest prices 30 days before the discount was illegible, in particular, in too small a font.

Biedronka offered various combinations of several products, including a discount under the X+Y free scheme, for example, 1+1 free. The promotions covered various product groups, including oil, sweets, vegetables and fruits.

In particular, the promotional price tag indicated the price per unit, which was valid only in case of purchasing several products. Therefore, consumers had to multiply this price by two or three, depending on the terms of the discount, to determine the actual amount to be paid for the entire set.

After reviewing the receipts, customers complained that the presentation of the discount terms was misleading.

In one of the hundreds of complaints received by the department, a consumer describes how these discounts were applied in stores.

"I am filing a complaint against Biedronka, a chain of stores that I believe indicates the prices of its products in a way that may be misleading. I am particularly concerned about the "1+1 FREE" refund shown in the photo below.

Looking at this price from a distance of about one meter, I notice the inscription "1+1 FREE" and the price of 3 zlotys. This suggests that one salad costs 3 zlotys and the other is free. However, after reading the text, I find that one salad costs PLN 5.99 and the other is free. As a consumer, I am asking the management to intervene in this matter."

According to UOKiK, the evidence collected indicates that this practice has been in place for many months in all Biedronka stores. This was not a one-time event or a mistake by employees of individual stores.

• Biedronka is the largest retail chain in Poland. It is owned by Jerónimo Martins Polska, a subsidiary of the Portuguese Jerónimo Martins group. As of the end of 2024, the chain had 3730 outlets in more than 1000 locations across the country. In 2025, the company planned to open 130 to 150 new stores in Poland.
• In 2024, Biedronka's sales reached €23.6 billion (9.6% more than in 2023) and accounted for more than 70% of Jeronimo Martins' global business. The Polish network also accounts for more than 80% of the Portuguese giant's EBITDA.
• In Slovakia, Biedronka launched its presence in March 2025 with three stores and a distribution center and plans to open at least 50 stores by the end of 2026.
• In addition to Poland, Jeronimo Martins also operates in its native Portugal, where it is represented under the Pingo Doce and Recheio brands, as well as in Colombia (Ara stores).