Osher Ad — How a Warehouse Chain Became Israel's Cheapest

By מערכת סופרקליר · 2026-07-09 · 2 min read

20% — How far Osher Ad sits below the national median — the cheapest chain in Israel per Superclear's data (July 2026)

When we checked at Superclear where it's truly cheap to shop in Israel, one name rose to the top of the list: Osher Ad. But who actually stands behind the chain most Israelis know mainly from the giant orange sign in the industrial zone?

From the ultra-Orthodox sector to the general public

Osher Ad was founded in 2009 (registered name: "Merav – Mazon Kol"). According to Calcalist, its three founders had owned the "Alef" chain, which catered to the Haredi (ultra-Orthodox) public. The first branch opened in Migdal HaEmek, and the original audience was clear: large families buying in bulk. Over the years the chain opened up to the general public — even as it still keeps a range of products with strict (mehadrin) kosher certification.

The warehouse model

The secret isn't complicated: giant stores — averaging around 6,000 square meters, usually in industrial zones rather than the city center — that sell in large packages at low prices. Per Globes, it's a classic "discount warehouse" model, with self-scanning checkouts ("Osher Smart") that shorten the line. In 2016 Osher Ad even opened a store in Brooklyn (under the "Bingo" brand) — the first Israeli chain to open a branch abroad. As of September 2025 it had 24 branches in Israel.

The cheapest? It depends how you count

In the big basket surveys in the press, Osher Ad competes neck-and-neck for the top with Rami Levy: an ICE survey from July 2024 put it second, less than NIS 31 behind Rami Levy; and a Ynet survey from March 2026 had it sharing first place with Rami Levy.

Superclear's data, based on the basket of Israel's most common products, actually places Osher Ad first — about 20% below the national median, with an identical basket costing about 31% less than at Shufersal.

The difference between "second" and "first" is a matter of which basket. The direction is clear: this is one of the cheapest chains in Israel.

What it means for you

There's just one "but": Osher Ad isn't on every corner. With 24 large branches in industrial zones, not everyone has one close to home. The practical question isn't "who's cheapest in the country" but "who's cheapest near me" — and that's exactly what's worth checking before your next shop.

Sources