A campaign for coffee and a coffee jar with a Mon Amie pattern is creating a rush in Swedish stores, with enormous pressure for the blue-flowered Mon Amie jars that are to be filled with Zoegas coffee. This free coffee jar has created hysteria in grocery stores across the country this week, leading to widespread disruptions. In several stores, the hunt for the product has created chaos among customers.
Stora Coop in Hallarna is one of the stores that received a number of the sought-after jars, and they sold out immediately. On Monday, the Halmstad store published a post on social media marketing the offer, and then comments, shares, and phone calls poured in. There were about 200-300 people at the store.
, the real chaos began. In a clip the store published on social media, people are seen running toward the shelf, coffee packages flying, and queues winding long. Some people left empty-handed.
The store manager had never experienced anything like this in the store. Similar scenes unfolded elsewhere, with the queue snaking long outside Coop Storheden on Wednesday morning. There were 38 coveted coffee jars in the store, and first come, first served applied.
, the first cars began rolling into Coop on Storheden in Luleå. Outside the entrance, the queue grew quickly, and as the clock approached seven, about 60 people were waiting for the doors to open. In a grocery store in Skara, 300 visitors were counted at opening.
The hype mirrors other retail frenzies, such as when over 250 people queued for a new store in Gränbystaden. The hype around skincare, especially Korean skincare, became clear when the store Yeppo and Soonsoo opened in Gränbystaden's mall, with the queue outside starting at four o'clock on Saturday morning. This is a new collectible for a new group of collectors.
Customer behavior has been intense, with customers begging and threatening to get their hands on the Mon Amie-patterned item. People are auctioning the jars to the highest bidder on Tradera. Already at 7:30 on Tuesday morning, the queue began to grow outside the mall on Köpmangatan.
To handle logistics, customers had to enter via the entrance opposite Oskargallerian and exit via the doors on Storgatan. The exact number of Mon Amie jars produced or distributed in the campaign remains unclear, and it is not known how long the campaign or availability will last. Stores have implemented measures like controlled entrances and exits, but specific safety protocols to manage crowds have not been detailed.
Additionally, the retail price of the Zoegas coffee that comes with the jar, or whether the jar is entirely free with purchase, has not been confirmed. There are no confirmed reports of injuries or significant property damage due to the chaos.