Israel’s Coca-Cola Bottler Targets Online Retailer Selling Lookalike Cola

Super-Sol, Israel’s biggest supermarket chain, has been selling a cheaper private-label brand of cola whose packaging resembles Coca-Cola’s. To counter that tactic, Coke’s bottler in the country, Central Bottling Company, has acquired a 25 percent stake in BringBring, a new online food retailer. Though the founders and majority owners of BringBring say Coca-Cola’s investment does not amount to a declaration of war against Super-Sol, it does represent a major challenge to Super-Sol, which controls 70 percent of the online grocery market. BringBring promises grocery deliveries within four hours of ordering with no charge for orders over $56. It’s a big improvement over Super-Sol’s service, which promises only same-day service and charges $8 for orders less than $207.