Rami Levy’s Private Label Shows How Brand-Name Products Can Cost Far More

A Hebrew consumer piece argues that Orthodox Jewish shoppers have become far more price-conscious and are now driving a broader change in Israel’s food retail market. It says shoppers increasingly compare products, understand what is behind store shelves, and reject the idea that they must pay premium prices for the same goods.

The article’s central claim is that many items sold under different brands are actually identical products made in the same factories, on the same production lines, and under the same kosher supervision. It says this is especially visible in staples such as pasta, cleaning products, and basic pantry items, and points to brands such as Ahava and Beit HaShita as well-known examples.

According to the report, Rami Levy’s private label often comes from the same manufacturing source as branded competitors but in different packaging and at a much lower price. It cites tahini sold under a leading brand for about 13 to 15 shekels, versus 8 to 9 shekels for the private-label version, a gap of about 40 percent. For pickled cucumbers, the branded version is said to cost 9 to 11 shekels, while the private label costs 5.5 to 6.5 shekels.

In an attributed interview, Levy says his private label is meant to give legitimacy and strength to shoppers who want “the same thing, for less money.” The article says that for large Orthodox households, choosing the cheaper equivalent is not a compromise but a way to exercise purchasing power, save hundreds of shekels a month, and force brands to rethink their pricing.