Strauss Elite Brings Back 16 Classic Sweets in Retro Packaging
Strauss Group's Elite brings back 16 classic sweets and discontinued products in retro packaging for a limited edition, alongside a special pop-up in Ramat Gan.
Strauss Group's Elite brand is returning a long line of classic products and nostalgic sweets to store shelves, with the production of 16 discontinued items revived as a limited edition. Part of the collection will feature retro packaging inspired by original designs, including the historic brand logo. The company noted that the step follows numerous requests accumulated over the years from consumers asking to bring back past treats.
The list of products returning to retail chains and convenience stores includes well-known past brands such as Jamaica chocolate, Tortini wafers, Marmulada chocolate bars filled with raspberry and pineapple, Neshikolada chocolate, lemon chewing gum, hard honey candies, and the iconic Zip powdered drink popular in households during the 1980s and 1990s.
Nostalgic Packaging and Special Boxes
Alongside the returned items, the company will also market existing products in nostalgic packaging, including Pesek Zman, Twist, and Elite Turkish Coffee. According to the plan, the products will be offered in two main ways: as individual items in major food and retail chains across the country, and as a special dedicated package containing 12 of the participating products, priced at 79 NIS.
Pop-Up Event and Marketing Campaign
In addition to distribution in retail chains, the activity will include setting up a dedicated pop-up complex at the Ayalon Mall in Ramat Gan, operating for one week only from November 10 to November 16. The venue will feature themed booths, arcade video machines, historical items, and a dedicated beverage bar developed in collaboration with Nadav Bornstein and Kafaim, where visitors can purchase the nostalgic package.
"Over the years, we received many requests from consumers asking to bring back the beloved sweets of the past, and now we are happy to answer these requests," said Maya Schneider, marketing manager of the confectionery division at Strauss.
Simultaneously, a broad advertising campaign will launch via the Baumann Ber Rivnay agency under the slogan "A whole lifetime of sweet moments," spanning television, outdoor signage, and digital platforms.
