Tami-Unilever Israel and Osem-Nestlé Israel are emerging as major competitors on the local food market. This is evidenced by Tami-Unilever’s (formerly Tami-Bestfoods) latest move to introduce on the local and international markets a new line of sauces, tagged “Sweet & Spicy”. The sauce line has been developed by Knorr in Israel, in cooperation with Knorr International. The move by Tami-Unilever, which owns the Knorr brand in Israel, comes at a time when another giant food company, Tnuva, launched a new line of sauces produced by Olivia Foods, Tnuva’s latest acquisition.
According to a report in Maariv, Tami-Unilever is now competing with Osem-Nestlé on a number of other food products, among them soups and pretzels. The report notes that in 1996 Nestlé tried, with little success, to introduce on the local market its Maggi soup brand, but Tami-Unilever’s Knorr soups brand emerged as the winner.
Following Unilever’s recent acquisition of 50% of the shares of Tami, the company decided on a shift in brand support strategies. Unilever-Tami will intensify its marketing support for the Knorr, Telma, Bagel & Bagel pretzels and Mazola brands, whereas other brands will be supported on a more limited scope. According to the report, the local sauce market generates annual sales worth NIS22m (US$5.2m).
By Aaron Priel, just-food.com correspondent