New yogurt to be sold only in Shufersal stores (illustration)
Photo: Index Open
Shufersal imports cheaper Greek yogurt
Product won't be marketed under chain's private brand, but may take on brand name if demand is high
Shufersal is to introduce to its dairy section new flavored yoghurts imported for the chain by Willi Food. The yoghurt is being imported from the Kolios dairy in Greece, a supplier of global chains.
At this stage, the product will be sold only in Shufersal stores as the food chain acquired the entire imported quantity.
The yogurt will not be marketed under Shufersal's private brand, but may take on the brand's name if demand is high.
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"In the past few months, we have been contacted by all of Israel's dairy importers," says Shufersal Managing Director Richard Hunter. "At this point we have chosen to introduce a variety of yogurts."
As to the question whether the brand might push aside Tnuva and Strauss' yogurts, Hunter said: "We have expanded our refrigeration space, therefore the new product will not come at the expense of existing products. In the last year alone we have introduced products by 15 new dairies".
Shufersal will price the yogurts at 20% less than Danone, Yoplait and Muller yogurts. Kolios yogurts will be offered in strawberry, berries and honey, in 0.5% fat and 3% fat.
The new yogurt will be on the shelves in Wednesday and will cost NIS 3.99 ($1) at Shufersal Deal stores and NIS 4.40 ($1.20) at Shufersal Sheli stores.
Click here to read this report in Hebrew
