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Barn increases the pressure against the Diplomat, Heinz ketchup importer. After laboratory testing carried out on its own initiative, she claims shows that Heinz sells a product that does not meet the Israeli and therefore can not be called ketchup, now rolling barn also responsible doorstep of retail chains. This morning (Tuesday) food company sent a letter to retailers, which she asks them to remove the product from the shelf and put it in ketchup ketchup into a barn. The letter is signed trade Barn Group CEO, Nitzan Goldberg, stating: "We want to inform you that recently we found out that the product is marketed ketchup 700 grams contains about 21% of tomato concentrate only (as defined by the Israeli Standard coordinator 41) and 61% tomato concentrate as indicated on the product. Above product has been tested in the laboratory leading European outdoor, which reached these findings.
"Check incorrect content coordinator tomato products is misleading severe consumer public in Israel and the violation photo montage of the provisions of the law. This information was also sent to a diplomat and authorities. Moreover, under Israeli law, present photo montage in lower quantities of tomato concentrate fortified, not allowed photo montage to call the product "ketchup" and not sell it as such. Your action and your information, "the letter said.
Heinz ketchup imported and distributed by a diplomat, considered one of Israel's largest distribution companies. Because it is such, most successful brands become leading products in the categories in which they play. In the case of the ketchup category, rather barn is the monopoly that takes up the majority of sales in the category, and Heinz is the second player at a distance after the ketchup barn. In this context, the conduct of the barn raises questions.
However, it seems that the attack on the barn came with the increasing marketing and operational activities of Heinz ketchup price at this stage. Barn currently owns two-thirds of the category in Heinz thirds. Heinz ketchup packing small last August than 900 grams to 700 grams and the price gap between small competing products. Heinz Ketchup price ranges from 13-14 shekels, and ketchup price ranges from 13-11 Barn considered.
Retailers photo montage angry and refuse to download the product photo montage from the shelves. "Osem compete with Heinz in front of the consumer and the shelf, and who is authorized to tell me whether Heinz ketchup is valid or not, it is only the Ministry of Health," commented photo montage Rami Levy with the Food Network. "As soon as we receive a letter by the regulator shows that it is not ketchup, and Euro us to take the product off the shelf, only then we will remove photo montage it. It can not be that every company will test the competitor and give retailers instructions to remove products from the shelf."
By a diplomat who responded: "We have been notified that Osem facing various retailers letter which she dares to claim that it is forbidden to call the Heinz ketchup photo montage called ketchup. The Heinz ketchup product known under the name of ketchup in 130 countries, but by a barn, it is illegal in Israel .
"Barn also claims that the marker on the product regarding the contents of the tomato concentrate is Simon wrong, and is misleading consumers. Even this claim is wrong. World Heinz Company has confirmed to us that the data we noted in connection with the contents of the coordinator of Heinz tomato ketchup data are correct.
"Barn, the severe lack of good heart, did not bother to send us the laboratory tests, as it were relied upon. And for good reason. photo montage It has a good reason for it. The article Yedioth Ahronoth Written Form laboratory tests, photo montage as it were, emphasizes that the B assessment, and measurement instruments photo montage B'ntonim produced.
"It also says in the article, that the Israeli taste ketchup changing and there was crawling towards Heinz. Instead of competing for the consumer's heart, and pocket, trying barn harm its competitor judicial and intimidation. Lawyers met by lawyers, and consumers will continue to provide the best products at competitive prices ".
Barn said: "The Company applied five weeks ago diplomat and presented its laboratory findings made in Britain: Findings point to the Consumer Fraud and that according photo montage to Israeli law Heinz ketchup sold in Israel does not meet the definition of" ketchup ". Until now not received any reference to the point regarding the composition of the product but mini aggressive responses that attempt to change the subject and produce a mist of the facts ".
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