Shufersal's cola goes off the shelves:
Shufersal stops marketing its private label cola drink, after more than four years.
The drink was launched at the time with a loud shout, and was created with the aim of declaring war on Coca-Cola.
The branches and the website still have a limited stock of the product, but soon the products will not be offered in any branch.
At the time of launch, there were claims about the similarity between the design of the bottle in the private label, and that of Coca-Cola, marketed by the Central Beverage Company.
The colors red and white were the same, and the color of the cork as well.
At launch, Shufersal bottles took up a significant portion of the shelf, receiving the best shelf space.
For the purpose of this move, the company has formed a partnership with Daido Corporation, and the products are manufactured in Turkey.
Shufersal has a very strong private label, which offers thousands of products.
The brand has opened a front in front of large manufacturers such as Tnuva and Osem, with a variety of dairy products among others.
In 2020, Shufersal's brand accounted for 25.6% market share.
At the time the launch was one of the tools for negotiations with the Central Beverage Company.
However, in the field of this drink Shufersal had a great challenge dealing with such a strong player in the field, as Coca-Cola.
This is a strong brand, which consumers are used to and love its taste.
Another example of a product that has failed in their field is the field of infant formula, in which Shufersal has invested heavily, and had to take it off the shelves.
This is because it is a product with high product loyalty, and with special sensitivity on the part of parents to babies.
Shufersal entered this field while the main company that markets Coca-Cola brands held 90% of the sales in this category.
This is despite the fact that the category also has strong international brands such as Pepsi and RC Cola.
In the first week of the launch of the drink, the drink accounted for 28% of the sales of cola drinks in the Shufersal chain, because consumers were enthusiastic and wanted to try the product.
However, over time there has been a decline in sales.
In 2018, Sterncast, which provides truthful data from the food chains 'coffers, announced to its customers that it would not be able to continue to provide them with data on the food chains' private labels.
Therefore, there is no data on the percentage of sales of the private label beverage thereafter.
It should be noted that manufacturers who tried to compete with the popular Coca-Cola brand, failed to do so.
About six years ago, the Yafora company took off the shelves 22 Schweppes, a sugar-reduced cola drink with the addition of stevia.
Shufersal also launched a cola drink from the chain in the past, when it launched a discounted product series called the "White Line" after the social protest.
Shufersal responded: "The Shufersal private label has about 6,500 products in a wide range of categories, and is a quality consumer alternative at attractive prices. Shufersal periodically examines the range of its products, according to customer needs. Over the years, the demand for the product has decreased, so it was decided to continue investing. In the development of other innovative products. "
