Osem's Petit Beurre
Osem on sale: 25%-33% off on all products
Economic crisis paired with competition from chain stores' private brands prompts major food manufacturer to offer new deals on all products
Osem, one of the largest food manufacturers in Israel, is launching a struggle against chain stores' private brands, and in an effort to boost the Osem brand, is embarking on a broad campaign, offer discounts on many of its products.
The company will first reduce prices on all products marketed under the Osem brand by 25% - 33% for the duration of over a month. This includes hundreds of products such as pastas, sauces, salty snacks, baked goods, croutons, soups, and other culinary products. (Nestle brand products are not included in the deal)
In some of the products, the price reduction will be implemented by a 30% increase in the size of the packaging, at no additional cost. Other products will experience a direct price reduction, and some special packages will come in the form of 'buy two, get one free'.
In the coming days, Osem will also launch a television ad campaign under the slogan: "Osem gives you more."
In the past year, major food manufacturers have had to cope with the strengthening of chain stores' private brands. For example, major food chains have reported that their private brand pasta sales have reached some 20% to 30% of sales, while expanding their brands to include more categories.
In addition, a significant decline in food and beverage purchases has been felt since September, which has been much cause for concern in the industry, leading manufacturers to come up with sales and special offers.
"At a time of crisis, we want to do right by Osem's consumers," Osem CEO Gazi Kaplan said.
"We have been planning for this sale for some time now," added Deputy CEO Dudi Manevitch. "Before the holidays we had an optimistic assessment regarding an increase in sales in light of the feeling – and in light of the increases in the stock market – that the public's 'sense of wealth' was returning.
"It turns out that it's not, and the economic crisis has reached public consumption. We were surprised by the September – October sales data. These are declines that have not been felt in years. I know that the continuing decline in October is very troubling to the retail industry. Therefore, we've decided to make sure our consumer gets more and we believe that this will also boost the brand."
