Rami Levy’s private label challenges the brand premium, especially for Haredi shoppers

A Hebrew-language article argues that the Haredi consumer has become more careful, informed, and price-conscious as the cost of living rises, especially in large families. It says shoppers now compare products on the shelf and understand that buying smart does not mean paying any price just for a name.

The piece’s central claim is that many branded foods are effectively “twin products,” made in the same factories, on the same production lines, and under the same mehadrin kosher supervision, but sold under different names. It says this applies to items such as pasta, cleaning products, and staple foods, and cites brand examples including Ahava and Beit HaShita.

Rami Levy’s private label is presented as proof of the point, with the article saying it is the same product in different packaging at a much lower price. It gives two examples: tahini sold under Ahava costs about 13 to 15 shekels in expensive urban chains, while the Rami Levy private-label version sells for about 8 to 9 shekels, roughly 40% less. Pickled cucumbers from Beit HaShita are said to cost about 9 to 11 shekels in pricier stores, versus 5.5 to 6.5 shekels for the private-label equivalent.

The article quotes Levy as saying the private label gives full legitimacy and power to the smart consumer who wants the same product for less money. It concludes that shoppers who choose the cheaper twin product are not being forced to compromise, but are using their purchasing power to refuse the “brand tax” and push the market to change.