While Economy Minister Nir Barkat promotes the reform “what’s good for Europe is good for Israel,” a veteran importer is already putting the idea into practice by delivering German cleaning products directly to consumers, without a distribution chain and with prices that are starting to challenge the market.
The reform, which took effect in January 2025, promises savings of 8–12% in costs by eliminating unnecessary checks for products with European standards. However, the State Comptroller warns that many importers do not pass on the savings to consumers. Orgat chooses a different path: Direct sales from importer to consumer, without networks or intermediaries, demonstrating how real savings can be achieved.
It started when a friend complained about tomato sauce stains that wouldn’t come out. That’s when I came across Dr. Beckmann products on orgat.co.il—a company that until now supplied products only to institutions, but decided to open its doors to private consumers, perfectly in line with the new reforms.
Not the First—but the Successful Ones
Laundry and cleaning sheets are not a new invention in Israel and have been launched in the past by several international brands. However, most failed to penetrate the local market. Prices were high, consumers found it hard to trust a “sheet” to replace gel or powder, and exposure to the product was limited. Orgat, which has been operating in the institutional market since 1988, succeeded in making these products accessible to home consumers without massive advertising. The combination of affordable pricing, direct sales, and carefully curated exposure through the website alone makes their approach particularly effective in an era where Israeli consumers are more open to cost-effective and eco-friendly solutions.
The Home Test
During two weeks of using the company’s products, it was clear how simple and effective they are. The laundry sheets, which led me to the website, dissolve completely in water, eliminating residues or strong odors. A pack of 25 sheets costs NIS 26, and if each sheet is torn in half, it provides 50 washes at a cost of half a shekel per wash—much less than regular laundry powder or gel, which costs around NIS 30–40 for 40 washes in the supermarket.
Floor sheets work well even when half a sheet is placed in a spray bottle with hot water, providing quick and easy cleaning of various surfaces; a pack of 20 sheets, priced at around NIS 30, is enough for about 40 uses. Toilet sheets offer similar convenience, allowing fast cleaning without dealing with bottles or gloves. The additives and stain removers also proved highly effective: Old or stubborn stains disappeared quickly, and clothing whitening was done gently without damaging the fibers.
Savings and Convenience at Home
Orgat’s business model explains the low prices and high convenience: Direct import from Germany, sales only through the website, and home delivery. By eliminating brokerage and distribution fees, the consumer benefits from a lower price, and real savings translate to household budgets. Meanwhile, the company is almost absent from traditional advertising. Market penetration occurs via the website and user groups recommending products to each other, demonstrating a kind of “quiet revolution” that relies on efficiency and results rather than massive advertising.
The products suit a wide range of consumers. Families with children enjoy convenience and safety, young people in small apartments get a space-saving, cost-effective solution, older adults who don’t want to carry heavy bottles benefit from the simplicity, and environmentally conscious people can reduce single-use plastic. The shift to effective sheets and additives represents a significant change in the home cleaning experience, combining convenience, savings, and environmental awareness aligned with global trends.
Bottom Line
Orgat is not the first to introduce laundry sheets in Israel, but it is the first to make the format efficient and accessible on a local level. The transition from heavy liquids and detergents to a lightweight, convenient sheet format occurs primarily through the website—a model demonstrating how savings, efficiency, and convenience can create real change without noise or massive advertising. Low prices combined with home delivery reinforce the products’ advantages, and savings in both space and money are noticeable from the very first use.