Lidl and Aldi have reintroduced the sale of baguettes priced at 29 cents, reigniting a competitive pricing battle in the French bread market. Thomas Braun, Lidl's purchasing director, stated that their stores sell nearly 100 million classic baguettes annually and emphasized that the company does not sell these baguettes at a loss. The move aims to meet the demand of a large majority of French consumers. This pricing strategy recalls a similar controversy from three years ago when Michel-Édouard Leclerc first offered baguettes at this low price point, a tactic now being adopted by competitors. However, the National Confederation of French Bakery-Pastry, led by Dominique Anract, has criticized the sale of cheap industrial bread in supermarkets, expressing concern over its impact on traditional baking. The renewed competition over baguette pricing highlights ongoing tensions between large retail chains and traditional bakers in France.