Rules by country / Europe / EGalim promotion caps
EGalim promotion caps: which deals still pay in France
Food and drink promotions in France can't give more than 34% off, or put more than 25% of the year's agreed volume on deal. Retailers can't sell below their buying price plus 10%. The rules run to 15 April 2028. We plan the promotions that pay within them.
A guide, not legal advice. For a 'buy 2, get 1 free' style deal, work out the price per unit. The caps apply to the benefits added together.
A promotion plan for EGalim
What each promotion really earned, and the deals that pay within the 34% and 25% caps, product by product and retailer by retailer.
- What every past promotion really earned, after the dip that follows it
- Which deals still pay within the rules, product by product and retailer by retailer
- A promotion calendar for the year, with depth, timing and price steps
- A plan by retailer, and an Excel model to test other deals
How your results look
| Promotion | Depth | Our advice |
|---|---|---|
| Soft drink 6 x 1.5 litres, 1 free for 2 bought | 33% off | Keep: it pays |
| Biscuits, 40% off | 40% off | Too deep: move to 30% |
| Juice 1 litre, 2nd at half price | 25% off | Pays less than a price cut |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Promotion plan
- The best promotions for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing and promotion review
- Everything in the promotion plan
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
A promotion calendar within the caps that pays, walked through with your team.
EGalim promotion caps: the detail
Open only what you need.
- Value cap
- Promotional benefits on a product, added together, can't exceed 34% of the consumer price, or an equivalent extra quantity
- Volume cap
- Promotions can't cover more than 25% of the turnover or volume agreed in advance between supplier and retailer
- SRP+10
- Retailers can't resell food below their effective buying price plus 10%
- 'Free'
- Using the word 'free' in a food promotion is banned
- Since
- January 2019 (value cap and SRP+10) and March 2019 (volume cap)
- Until
- 15 April 2028, after Law 2025-337 of 11 April 2025 extended them
Make it shallower
Move a 40% deal to 33% or less, or turn it into a lower everyday price.
Choose the deals that pay
With only 25% of volume on deal, keep the promotions with the best real return.
Pass it on
Raise the price by the tax or more. Works for products whose sales hold up when the price rises.
What is the EGalim 34% rule?
Promotional benefits on a food or drink product, added together, can't exceed 34% of the consumer price, or an equivalent extra quantity.
What is the 25% volume cap?
Promotions can't cover more than 25% of the turnover or volume agreed in advance between the supplier and the retailer.
What is SRP+10?
The threshold for resale at a loss raised by 10%: retailers can't resell food and drink below their effective buying price plus 10%.
How long do the EGalim promotion caps last?
Until 15 April 2028, after Law 2025-337 of 11 April 2025 extended them.
How much does a promotion plan cost?
A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about €21,000). It starts with a free 15-minute call.
Do you work with brands in France?
Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- CMS, new DGCCRF guidelines on the promotion caps
- Weblex, the promotion caps as seen by the DGCCRF
- Hayot Expertise, SRP+ EGalim 2026 explained
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.
Also changing prices in France
Ask about these on the same call.