After the popularity of Cofix, a chain of coffee shops in Israel that offer all items on their menu for just five shekels, the trend has caught on.

This year GoodPharm, a low priced alternative to SuperPharm, has arrived in Tel Aviv with a concept offering every product for less than 10 Shekels.

This is not simple private label products we’re talking about either. These are global brands, that usually cost an arm and a leg in Israel. Oral B, Axe and even L’Oréal are some of the brands you’ll find in the first GoodPharm of Israel, along with 1 200 different products.

The first store opened Tuesday on the famous King George Street of Tel Aviv and 25 other shops are slated to open all over Israel before the end of the year.