Israeli Supermarket Chain To Compete With Coca-Cola

Israeli supermarket chain Super-Sol has begun selling a house-brand cola in bottles whose labeling mimics Coca-Cola’s white-lettering-on-red-background. The beverage, available in regular and low-calorie versions, is bottled in Turkey by a Japanese company (DyDo). Super-Sol is not afraid of competing on price with national brands in the country, but tackling Coca-Cola is a different ballgame. Coca-Cola bottler Central Bottling Company controls 90 percent of the $450 million cola beverage market in Israel. Super-Sol’s online price for its cola is 4.30 shekels ($1.20) for a 1.5-liter bottle, about the same as Pepsi and RC. The same size Coke is 6.20 shekels.