Supersol, Israel’s largest food chain, has launched a discount chain, Supersol Deal, responding to two years of losing market share to small private chains.

According to a report in Globes, Supersol expects the new chain of 27 stores “to shake up the supermarket field and within two years, several private discount supermarkets will disappear from the competition”.

The major chains’ market share has slipped to about 50% in recent years. Effie Rosenhaus, Supersol CEO, maintains, according to the report, that the number of competitors will decline “and that Supersol and the other major supermarket chains – Blue Square and Clubmarket – will increase their collective share to 65%”.