Hard at premium: MUTTI's canned tomatoes are getting more expensive
Premium products by their nature attract less public attention as far as the price is concerned, but MUTTI is a premium brand of a different kind, which occupies over 70% of the shelf space of the canned tomatoes in the chains, so the increase in the price of its products will not only affect those who have
Liat Ron
05/09/2022
Monday, September 5, 2022, 4:15 p.m. Updated: 4:32 p.m.
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"Moti" factory: "The Italians raised the prices of tomatoes by dozens of percent" explains the CEO in Israel (Photo: Dania Weiner)
Another price increase and this time it is not about pasta but its most popular sauce: from the beginning of October, the tomato paste and tomato concentrate products of the Italian brand "MUTTI", imported by the company "Resto" will go up by between nine and ten percent.
Already in February, "Restaurto" intended to increase the prices, but after a meeting with the Minister of Economy, it was decided to postpone the price increase, which as mentioned will jump during the holidays.
With the help of the Retail Research Institute, we set out to check the expected changes in prices:
the price of tomato sauce 700 grams
will increase from NIS 7 to NIS 7.74, a 10.57% increase in price.
A three pack of 400 gram cut tomatoes,
which cost NIS 10.80, will become more expensive to NIS 11.80.
The brand's 690 gram cut tomato sauce
will jump by 17.72% to NIS 7.90 to NIS 9.30.
The price of tomato concentrate
210 grams will jump by 30.56%, from NIS 3.60 to NIS 4.
The production line at the "Motti" factory in Italy (Photo: Dania Weiner)
Plant sunflowers instead of tomatoes
MUTTI, produced in Italy, is considered a premium brand and even before the expected increase, it is usually 25% more expensive on average than the local brands, Yachin, Zenalkal, Petricho and Perrinir.
In the last three years, since the Central Beverage Company, Y (Coca-Cola) bought half of the ownership, and began marketing it and investing large sums in advertising, the brand controls 70% - 80% of the shelf space in the marketing chains and pushes its angry Israeli competitors out of them.
"In the last six months, the Italians raised the price of tomatoes by tens of percent," explains
the CEO of "Restrato", the importer of MUTTI, Gabriel Kaufman
: "In the beginning we absorbed it and now we have no choice but to update the price.
The situation in Europe has cooled due to the 400% increase in the price of gas following the war in Ukraine, as well as the shortage of sunflower oil, which is why instead of tomatoes, sunflowers are now grown."
And when the price of oil and tomatoes drops, will the consumer get a price reduction?
"At the MUTTI factory, the tomatoes are produced from August to August. The next time they are produced will be in 2023 and then there will be all kinds of parameters that will come into consideration, including the exchange rates, and we hope that in the end the price will indeed go down. It should be remembered that we have not raised prices since 2006 and postponed the price increase following our meeting from before Half a year with the minister of the economy. I can guarantee that when the prices go down, I will lower the price for consumers as well."
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