Shufersal Ltd.'s (TASE:SAE) plan for coping with the social protest has been revealed. The chain has announced today its launching of 80 non-brand products, to be sold at 40-50% less than leading brands in each category.
Shufersal had turned to manufacturers local and worldwide, and has reached agreements with a number of the local manufacturers.
Some of the local manufacturers that will manufacture products for Shufersal include Rejwan, Galil Chemicals, Achva, Pri Vita, Pri Nir, Super Drink, Hacormim Winecellers, and Hay Paper Industries. In the first stage, the chain will launch two reduced price lines: cleaning products and toiletries. The chain will launch reduced price food products during the second stage.
It seems that during mediation meetings in Tel Aviv between Shufersal and Student Union representatives, who initiated the boycott against the chain, Shufersal CEO and President Efraim Rosenhaus suggested to the students that the chain launch a reduced price line of products. The students rejected the suggestion.
"We requested a reduction in prices, and Shufersal offered us a reduction in quality," Student Union Chairman Ran Livneh said.
Shufersal said that the products will come on the market within four months. The initial products will be bleach, dishwashing liquid, laundry softener, floor cleaner and laundry detergent.
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