TEL AVIV, May 24 (Reuters) -
* Shufersal, Israel's largest supermarket chain, said on Wednesday net profit was up in the first quarter, boosted by its private label products that now account for more than a fifth of all sales.
* The company posted net profit of 65 million shekels ($18 million), up from 53 million shekels a year earlier. Revenue edged up 1.5 percent to 2.9 billion shekels.
* Same store sales in the quarter were unchanged.
* Shufersal is controlled by holding company Discount Investment Corp.($1 = 3.5937 shekels) (Reporting by Tova Cohen, Editing by Ari Rabinovitch)