February 8, 2010

IsraelÕs Largest Private Label Heads to the UKÕs Tesco

Tel Aviv… KosherToday Israel Bureau Chief…HaKoshmotag, literally 'the brand name' in Hebrew, is a familiar red, yellow and white logo to Israeli shoppers. The line of hundreds of products marketed by Brand for You is considered the private label brand of many supermarket chains in Israel and is now being exported. Brand for You is conducting negotiations with a British company interested in placing kosher food products in Tesco's 3,600 supermarkets. The exports will include Hamotag's canned fruits and vegetables, pastas, bakery goods and more. Up to now the company has been exporting the label to several European kosher markets. Mazon, the Hebrew food industry website, reports that Rafi Shefer, CEO of Brand for You said that if a deal is struck then Hamotag products will be in Tesco stores by the second half of 2010.