Shufersal Launches New Coffee Brands to Compete on Price and Variety
Translated & summarized from Ice by baba
Shufersal, Israel's largest retailer, is launching new private-label coffee brands and expanding its independent imports to compete with Elite and Nespresso. The move aims to offer consumers more choices and better prices amid rising global coffee costs. The company now offers 18 coffee brands, including Turkish, instant, ground, and capsules, with plans for further expansion to boost market competition.
The story in 5 lines · by baba
- Shufersal is launching new private-label coffee brands to increase competition in Israel.
- The company aims to offer consumers more choices and competitive prices in the coffee market.
- Shufersal is expanding its independent import operations for coffee products.
- The retailer currently offers approximately 18 different coffee brands, including capsules and Turkish coffee.
- This strategy is part of Shufersal's broader plan to develop brands and diversify supply sources.
Shufersal, Israel's largest retail chain owned by the Amir brothers, is significantly expanding its presence in the Israeli coffee market. The company is importing and marketing a growing number of its own coffee brands, aiming to increase competition against established players like Elite and Nespresso. This strategy, initiated about a year ago, seeks to provide Israeli consumers with more choices and alternatives, especially in light of rising international coffee prices and current domestic market costs.
Shufersal is actively identifying international suppliers and developing new, high-quality brands through its independent import operations. The goal is to reduce reliance on major suppliers and offer a diverse product range at competitive prices. Currently, Shufersal offers approximately 18 different coffee brands, encompassing Turkish coffee, instant coffee, ground coffee, and coffee capsules, including both international and in-house brands.
Recent product expansions include the local production of Nagi Turkish coffee, the ARNESTO brand for ground coffee, and the Monro brand for instant coffee. In the coffee capsule segment, Shufersal is introducing Vero, ARNESTO, and Caffe Dellucci capsules compatible with Nespresso machines, providing alternatives to existing brands from Elite, Osem, and Starbucks Nespresso.
This move into the coffee sector is part of Shufersal Group's broader commercial strategy to develop new brands, enhance direct imports, and diversify supply sources. The company continues to explore introducing additional brands and products to Israel to broaden consumer options and foster competition in the food market.
Tom Yonai, Shufersal's Vice President of Communications and Innovation, stated that true competition is measured by price, quality, and variety. He emphasized that Shufersal's investment in independent imports and brand development aims to offer quality alternatives at competitive prices, thereby expanding consumer choice and providing better value.
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