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𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐛𝐚𝐫𝐬 𝐚𝐫𝐞 𝐨𝐧𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐜𝐫𝐨𝐰𝐝𝐞𝐝 𝐬𝐡𝐞𝐥𝐯𝐞𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐔𝐒 𝐧𝐚𝐭𝐮𝐫𝐚𝐥 𝐟𝐨𝐨𝐝 𝐜𝐡𝐚𝐧𝐧𝐞𝐥. To earn a spot, a bar has to deliver on more than a number.

TOP PRO by Nature Way does. 18 g of protein in a 60 g bar, across 7 flavors built on real combinations of nuts and chocolate. 𝐓𝐡𝐞 𝐩𝐫𝐨𝐭𝐞𝐢𝐧 𝐬𝐩𝐞𝐜 𝐚 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐞𝐱𝐩𝐞𝐜𝐭𝐬, 𝐰𝐢𝐭𝐡 𝐭𝐚𝐬𝐭𝐞 𝐭𝐡𝐚𝐭 𝐛𝐫𝐢𝐧𝐠𝐬 𝐬𝐡𝐨𝐩𝐩𝐞𝐫𝐬 𝐛𝐚𝐜𝐤.

And one more advantage for customers building their own range: private label is available, so the line can carry your brand, not ours.

We are bringing TOP PRO to Fancy Food NY. Come taste all 7 at Level 3, Booth 2351, June 28 to 30.

Halva – a traditional Mediterranean sesame sweet – is having a moment in the US specialty food shelf.
𝐓𝐚𝐡𝐢𝐧𝐢-𝐛𝐚𝐬𝐞𝐝, 𝐧𝐚𝐭𝐮𝐫𝐚𝐥𝐥𝐲 𝐬𝐰𝐞𝐞𝐭, 𝐩𝐥𝐚𝐧𝐭 𝐩𝐫𝐨𝐭𝐞𝐢𝐧. The kind of ingredient that started as a Mediterranean staple and is now sitting next to almond butter and protein cookies in Whole Foods.

Nature Way is bringing their shredded sesame halva to Fancy Food NY – produced using a special process that creates delicate halva threads. 250g, vanilla flavor.
Built specifically for the US specialty and natural food retail channel.

Level 3, Booth 2351. June 28 to 30.

By the time a buyer walks up to a Fancy Food booth and picks up a product, the product has already been through:
- A taste recalibration for the target market
- A complete packaging redesign with regulatory compliance for the destination country
- A format change (almost always smaller than what sells in Israel)
- Logistics: how many cases fit in a container, floor loading or pallet
- A pricing model that works for both the importer and the retailer
- Approval cycles that take longer than anyone expects

This is the work nobody sees. By the time the buyer takes a sample, the product has already cleared a list of problems that would have stopped it on day one.

The buyer experiences three minutes at a booth. We experience three months getting there.

Babka. The braided yeast cake that became one of the most exported Israeli sweets to the US specialty food shelf in the last five years.

Kapulsky has been making Israeli cakes for decades.

For Fancy Food NY, they did something the babka shelf has not seen:

𝐞𝐚𝐜𝐡 𝐬𝐥𝐢𝐜𝐞 𝐢𝐧𝐝𝐢𝐯𝐢𝐝𝐮𝐚𝐥𝐥𝐲 𝐰𝐫𝐚𝐩𝐩𝐞𝐝.

Single-serve, retail-ready, food service-ready, perfect for a hotel breakfast tray or a coffee shop counter. The cake stays a Kapulsky cake. The format is a different product entirely.

Showing at Fancy Food NY, June 28 to 30, Level 3, Booth 2351.

𝐒𝐢𝐱 𝐰𝐞𝐞𝐤𝐬 𝐮𝐧𝐭𝐢𝐥 𝐅𝐚𝐧𝐜𝐲 𝐅𝐨𝐨𝐝 𝐍𝐘.
We keep being asked: why this show, why this year, why these eight manufacturers.

The first two are easy. Fancy Food NY is where the US specialty food buyers are. For a small or mid-size Israeli manufacturer, there is no faster way to put a product in front of many serious importers in three days.

The third question is the honest one.

We work with more than fifty Israeli food manufacturers. The eight we are bringing finished months of preparation and are the best positioned for the US market: recipe built around the habits and tastes of the American consumer, format adapted, packaging redesigned, compliance done, logistics solved.

𝐓𝐡𝐞𝐲 𝐚𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 in a way most products are not.

The others will go to the next show, or the one after. When they are ready.

That is what makes this trip worth flying for.

𝐈𝐟 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐞𝐯𝐞𝐫 𝐯𝐢𝐬𝐢𝐭𝐞𝐝 𝐈𝐬𝐫𝐚𝐞𝐥, 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐩𝐫𝐨𝐛𝐚𝐛𝐥𝐲 𝐭𝐚𝐬𝐭𝐞𝐝 𝐙𝐡𝐮𝐠 𝐙𝐚𝐡𝐚𝐯𝐢.
The small jar with the red lid has been on the shelves of every Israeli market since 1968 — a quiet kitchen staple in millions of homes.

Zhug is a Yemenite chili and herb paste. The Zhug Zahavi recipe is the one most Israelis grew up tasting in restaurants and falafel stands. There is the green one, milder. And the red one, which can stop a conversation.

This year, Zhug Zahavi is taking that heritage abroad — with 𝐚 𝐧𝐞𝐰 𝐛𝐫𝐚𝐧𝐝 𝐜𝐚𝐥𝐥𝐞𝐝 𝐌𝐞𝐝 𝐇𝐨𝐭 featuring five Mediterranean spreads (Green Chili Pepper Zhoug, Red Chili Pepper Zhoug, Spicy Harrisa, Hot Lemon & Chili, and Spicy Garlic Paste), and new spreads and zhug varieties under the original brand.

𝐘𝐨𝐮 𝐜𝐚𝐧 𝐭𝐚𝐬𝐭𝐞 𝐭𝐡𝐞𝐦 𝐚𝐥𝐥 𝐚𝐭 𝐅𝐚𝐧𝐜𝐲 𝐅𝐨𝐨𝐝 𝐍𝐘, 𝐉𝐮𝐧𝐞 𝟐𝟖 𝐭𝐨 𝟑𝟎 — 𝐉𝐚𝐜𝐨𝐛 𝐊. 𝐉𝐚𝐯𝐢𝐭𝐬 𝐂𝐞𝐧𝐭𝐞𝐫, 𝐥𝐞𝐯𝐞𝐥 𝟑, 𝐛𝐨𝐨𝐭𝐡 𝟐𝟑𝟓𝟏.

Come taste the original. Then taste what is new.

𝐖𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐚 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐞𝐚𝐬𝐲 𝐭𝐨 𝐥𝐢𝐬𝐭?
𝐈𝐭’𝐬 𝐫𝐚𝐫𝐞𝐥𝐲 𝐚𝐛𝐨𝐮𝐭 𝐭𝐚𝐬𝐭𝐞.

When buying teams evaluate new products, the first question is:
Will this product actually sell?

But just as important:
How easy will it be to sell it?

Products don’t get rejected because they’re not good.
They get rejected because they’re not easy.

✔ Easy to understand
✔ Easy to position
✔ Easy to integrate

That’s what makes the difference.

𝐖𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐬 𝐰𝐡𝐞𝐧 𝐰𝐢𝐧𝐞 𝐢𝐬 𝐦𝐚𝐝𝐞 𝐟𝐫𝐨𝐦 𝐚𝐧𝐲𝐭𝐡𝐢𝐧𝐠 𝐛𝐮𝐭 𝐠𝐫𝐚𝐩𝐞𝐬?
In a traditional category, standing out isn’t easy.

But today, more buyers are looking beyond classic wine -
and fruit wines are starting to stand out.

Made from fruits like pomegranate, passion fruit, berries and citrus,
they offer:

• A clear and compelling story
• Strong visual appeal
• Real differentiation on shelf

But there’s another advantage:
𝐓𝐡𝐞𝐲 𝐞𝐱𝐩𝐚𝐧𝐝 𝐭𝐡𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞.

Their naturally sweet, fruit-forward profile makes them accessible
even to consumers who don’t typically drink wine.

They also open new occasions:
• Cocktails
• Casual social drinking

In crowded categories, attention doesn’t always go to the best product -
but to the most different.

Would fruit wine resonate in your market?

𝐓𝐡𝐞 𝐟𝐢𝐫𝐬𝐭 𝐭𝐡𝐢𝐧𝐠 𝐦𝐚𝐧𝐲 𝐛𝐮𝐲𝐞𝐫𝐬 𝐜𝐡𝐞𝐜𝐤 𝐭𝐨𝐝𝐚𝐲 𝐢𝐬𝐧’𝐭 𝐭𝐡𝐞 𝐭𝐚𝐬𝐭𝐞.
𝐈𝐭’𝐬 𝐭𝐡𝐞 𝐢𝐧𝐠𝐫𝐞𝐝𝐢𝐞𝐧𝐭 𝐥𝐢𝐬𝐭.
More and more, we’re seeing products being evaluated from the back of the pack first.

Before branding.
Before pricing.
Before even tasting.

Consumers - and buyers - are asking simple questions:
- How long is the ingredient list?
- Are the ingredients recognizable?
- Does the product feel natural and easy to understand?

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐰𝐡𝐞𝐫𝐞 𝐜𝐥𝐞𝐚𝐧 𝐥𝐚𝐛𝐞𝐥 𝐬𝐭𝐚𝐧𝐝𝐬 𝐨𝐮𝐭.

Not just as a trend - but as a way to simplify decisions.

Across categories like nut butters, fruit juices, and ready-to-use products, there’s a clear shift toward simplicity.

And it goes beyond health.

It’s about:
𝐓𝐫𝐮𝐬𝐭
𝐂𝐥𝐚𝐫𝐢𝐭𝐲
𝐀𝐧𝐝 𝐦𝐚𝐤𝐢𝐧𝐠 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐞𝐚𝐬𝐢𝐞𝐫 𝐭𝐨 𝐜𝐡𝐨𝐨𝐬𝐞

Because today, if a product needs too much explanation -
it might already be at a disadvantage.