Blue Square Israel escalated the price war with rival grocery chain Super-Sol yesterday, promising to compensate Mega Bool shoppers if they find cheaper prices at Super-Sol Deal outlets.
Mega Bool branches plan to distribute brochures to households from Haifa down to Be'er Sheva within days.
The brochures state: "Mega Bool promises to give you the cheapest prices. Did you buy at our store and later found that you could get the same product at Super-Sol Deal for less? Show us the receipt and we promise to give you credit for the difference and to change the price in our store."
Not content with promises, the brochure also shows pictures of check-out receipts from both chains, listing the same 20 products - with an NIS 20 difference in favor of Mega Bool.
Mega Bool is a chain of discount stores run by Blue Square Israel, which also operates the Mega in the City chain.
The price war between Blue Square and IDB Group's Super-Sol, owned by Nochi Dankner, heated up recently after Blue Square CEO Zeev Vurembrand vowed upon Mega Bool's launch that it would be the cheapest in the land, and would offer low prices over time. That's roughly the same strategy as Super-Sol Deal.
Super-Sol is under antitrust investigation after a number of suppliers, including Osem and Coca Cola Israel, complained that it was boycotting their products because they cooperated with Blue Square.
Super-Sol refused to comment.
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