Niche Israeli food brands
The new guard of groceries
In Israel, the packaged food space is, like in most countries, controlled by a few giants. Here, we’re talking Osem, Strauss, and Tnuva. While most people will recognize those logos on a long list of supermarket goods, many people don’t realize that they also own many smaller brands. So, while you might think you’re supporting an artisan brand when you’re loading your cart with, say, Beanz Coffee, you’re actually just filling Strauss’s pockets. The struggle for small food upstarts to get their products into Israeli hands is a near-insurmountable challenge, but thanks to the power of social media, it’s becoming less and less so. In the same way that workouts are migrating away from the gym and into boutique fitness studios, the trend in the food space is to move away from onestop-shopping mega-stores and toward more focused specialty shopping.
A growing number of consumers who want to support the local community and feel better about what they’re eating are opting to spend an increasing amount of their grocery budget at small food shops like Alba Health Food and Neroli, or buy directly from artisan brands online or at the Namal Farmer’s Market, where many of them set up shop. Not only are a big chunk of these brands offering healthier alternatives (think less preservatives and higher quality ingredients) than the packaged junk food lining supermarket shelves, they’re opening up shoppers’ palettes – we’re talking matcha and mushroom smoothie powders, sprouted nuts and seeds, and even halva infused almond butter and nut-based cheeses.
Here’s a look at the standout niche Israeli food brands helping the pendulum swing away from food giants.