Vaniglia joins the matcha trend and launches an ice cream series with a British brand
The Vaniglia ice cream chain is collaborating with the importer of the British brand PerfectTed. In Bnei Brak, a building damaged by an Iranian missile has been demolished for a new residential project. Sodexo Israel is expanding its catering operations, and Chinese truck manufacturer FAW is launching a 3 million shekel campaign.
1. Marketing
The ice cream chain Vaniglia is collaborating with Shastowitz, the importer of the British matcha brand PerfectTed. The two are launching a series of four ice cream and shake products based on the Japanese powder, which will be sold at branches across the country. According to Shastowitz, this move is part of a strategy to expand the brand's presence in Israel through experiential collaborations.
2. Real Estate
A little over a year after a building in Bnei Brak was hit by an Iranian missile during Operation "Am Kelavi," it was demolished this week to make way for a new project by Urbanitop. The development will include 84 apartments and approximately 420 square meters of commercial space. Financing of about 247 million shekels is provided by the finance company Baraket (owned by Roni Biram, Gil Deutsch, and Adi Gazit) and Shlomo Insurance.
Urbanitop, owned by Rabbi Pinchas Zaltzman (Chief Rabbi of Moldova), specializes in urban renewal, including "pinui-binui" and TAMA 38 projects. The company is active primarily in the Haredi sector and is promoting several residential projects in Bnei Brak.
3. Catering
Catering contracts serve as a barometer for the economy: Mizrahi Tefahot Bank and Teva sites in Shoham and Netanya have recently joined Sodexo Israel's service network, while Applied Materials has expanded an existing agreement to include the opening of a new restaurant. Sodexo has also added new clients to its maintenance division, with the total value of these deals estimated at approximately 50 million shekels.
4. Advertising
Chinese truck giant FAW, which recently entered the Israeli market via importer Horizon Motors, is launching a campaign worth approximately 3 million shekels. Managed by the advertising agency Hevron Zaltzman, the campaign will feature outdoor advertising on the Ayalon Highway, as well as radio, digital, and social media placements.
The agency previously led campaigns for truck brands such as Isuzu and Hino (Toyota). Co-founder Dudi Hevron stated: "We bring deep experience and real familiarity with the commercial vehicle sector. I am convinced that FAW will quickly become a significant player in the local market."
FAW specializes in the development and production of medium and heavy trucks and operates in 115 countries. Lawrence Moalem, CEO of Horizon Motors, added: "The Israeli market has been waiting for a brand of this magnitude. This is significant news for the trucking industry: an affordable solution that combines advanced technology, performance, and exceptional driver comfort."
Number of the day: 6 billion dollars
The amount for which Anthropic is preparing to acquire Descartes, according to a Bloomberg report.
