Strauss Expands Iconic Elite Instant Coffee Into Freeze-Dried Market
Strauss Group expands its iconic Elite instant coffee brand into the freeze-dried category, launching a classic blend alongside limited-edition flavored variants.
Strauss Group has expanded its iconic Elite instant coffee brand into the freeze-dried coffee category, introducing a classic 200-gram variant alongside a limited-edition flavored series. The new lineup brings the familiar flavor profile of Israel's leading instant coffee into the freeze-dried segment, offering consumers a wider array of choices in the local market.
Alongside the traditional blend, the company launched a flavored series featuring vanilla, hazelnut, and dulce de leche in 50-gram packages containing 25 individual servings. According to Karin Laxer, Vice President of Marketing at Strauss Coffee, the strategic expansion allows the brand to innovate within the instant coffee category while preserving the beloved taste consumers expect.
Elite instant coffee remains the dominant brand in the Israeli market, manufactured by the food and beverage giant Strauss Group. Led by Chairperson Ofra Strauss and CEO Shai Babad, the corporation traces its roots back to a small dairy established in Nahariya in the 1930s before merging with Elite in 2004.
