Yochananof is adding 25 Kirkland products in Israel, a Costco brand sold only at Osher Ad until now, and says prices fell 30% to 40%, Calcalist reports.
Yochananof (TASE: YHNF), the listed Israeli supermarket chain, is adding 25 Kirkland food and household products to its stores, Calcalist reported on October 27, 2026. Kirkland is the private label of US retailer Costco, and until now Osher Ad was its only Israeli seller, according to Calcalist. Yochananof says prices on Kirkland items already sold in Israel have fallen 30% to 40%.
Last updated: October 29, 2026
What Kirkland products is Yochananof adding?
Yochananof is adding 25 Kirkland products across food and household categories, according to Calcalist reporter Nurit Kadosh in an exclusive Calcalist report (Hebrew). The products reach Yochananof branches starting the week of that report. The chain began testing Kirkland early in 2026 and says demand during that pilot led it to import dozens of items on a regular basis.
| Category | Kirkland products named by Calcalist |
|---|---|
| Pilot items (early 2026) | Toilet paper, paper towels, cloths, trash bags |
| New food items | Oat drink, health and protein bars, popcorn, chocolate-covered nuts, spices, fruit purees in squeeze pouches, almond flour |
| New household items | Plastic wrap, laundry gel, laundry scent beads, dryer sheets, oxygen stain spray |
Calcalist's list is partial, and the report says the range also includes other items.
How much have Kirkland prices fallen in Israel?
Elad Harazi, deputy CEO of Yochananof, told Calcalist that the move has already pushed down prices of Kirkland products sold in Israel by 30% to 40%. The examples he gave point to smaller cuts, based on Olam's own arithmetic.
| Price tier | Earlier price | Price now | Drop (Olam calculation) |
|---|---|---|---|
| Items priced at NIS 119 | NIS 119 | NIS 79 to NIS 89 | 25% to 34% |
| Items priced at NIS 79, such as laundry scent beads | NIS 79 | NIS 59 | 25% |
These are company figures. The Calcalist report does not say which retailer cut which price, and Olam has not run an independent shelf check.
Does Yochananof have exclusive rights to Kirkland in Israel?
Yochananof has no exclusivity agreement for Kirkland in Israel, deputy CEO Elad Harazi confirmed to Calcalist, so any Israeli retailer can buy the brand. Harazi does not expect other chains to follow, saying the products do not suit every chain's customers and that competitors' attempts during the pilot did not last.
Yochananof also keeps its own private brand, per Calcalist, so Kirkland sits beside that label rather than replacing it. Harazi described Kirkland as high-quality goods that are not necessarily built on the lowest price.
Yochananof buys Kirkland wholesale, similar to how Rami Levy and Shufersal, Israel's largest chain, supply business customers, per Calcalist. Eitan Yochananof, the chain's CEO and a controlling shareholder, framed the move as wider choice and real competition for shoppers. For background on the company, see Olam's Yochananof profile.
What does the move change for Osher Ad and grocery rivals?
If Calcalist's account of exclusivity holds, Osher Ad loses a product line only it carried, and the report includes no response from Osher Ad. In Olam's reading, both chains sit in the value tier behind the two largest players in Olam's Answer Index, so a recognizable import is one way to compete on something other than shelf price.
Olam's Answer Index for supermarkets, published in August 2026, is a modeled estimate of AI citation share, not a sales measurement. It covered five AI engines and eight Hebrew shopping prompts.
| Chain | Citation share | Prompts naming the chain | Consensus first pick |
|---|---|---|---|
| Rami Levy | 27% | 88% | 50% |
| Shufersal supermarket profile | 24% | 88% | 38% |
| Yochananof supermarket profile | 15% | 75% | 0% |
| Osher Ad | 11% | 50% | 0% |
In that index, AI engines mostly named Osher Ad for low prices and little else, while Yochananof appeared more widely without being crowned first in any prompt.
What should readers watch next?
Three developments will show whether the Kirkland move changes the market. The first is whether another chain starts selling Kirkland, which Harazi says is unlikely. The second is whether Osher Ad responds on price or range, since the Calcalist report carries no statement from it. The third is whether an independent shelf check finds the 30% to 40% price drop Harazi cites, because the examples he gave show cuts of 25% to 34%.
Frequently Asked Questions
What is Kirkland?
Kirkland is the private label of the US retailer Costco, according to Calcalist.
Who sells Kirkland products in Israel?
Osher Ad was the only Israeli seller until now, according to Calcalist, and Yochananof began selling 25 Kirkland products in the week of October 27, 2026.
How many Kirkland products does Yochananof sell?
Yochananof is selling 25 Kirkland food and household products, after a pilot of four household items earlier in 2026, per Calcalist.
Is Yochananof publicly traded?
Yes, Yochananof trades on the Tel Aviv Stock Exchange under the ticker YHNF. Olam's Yochananof profile covers its ownership and branch network.
How we report: Olam stories draw on public filings, company disclosures and named sources, checked by our editors. Read our methodology · Corrections
