Brazilian Acai Chain Oakberry Returns to Tel Aviv with Ambitious Expansion Plans

The Brazilian healthy food chain Oakberry, known for its acai berry-based smoothies and desserts, has expanded its presence in Israel with the opening of two new branches in Tel Aviv, located at the TLV mall and on Bograshov Beach. The company plans to open up to 30 branches across Israel. Despite relatively high prices, long queues have been observed at the Bograshov Beach location. Prices for an Acai bowl range from 37 to 54 shekels, a large smoothie costs 42 shekels, and a portion of "pure acai" is priced between 42 and 61 shekels. Most additions to smoothies are free, and customers can customize their orders using various bases like water, milk, or coconut cream.

Acai, a fruit from a South American palm tree, is an expensive product, but it has a strong following globally and in Israel among those willing to pay for the antioxidant-rich, exotic fruit. However, many additions contain high sugar content. Most Oakberry branches operate on a franchise basis, with the Bograshov Beach location owned by Israeli actress and model Yulia Plotkin. Plotkin expressed optimism about the business, noting its appeal to families and people of all ages, comparing the atmosphere to Mykonos and highlighting the natural synergy between acai and the beach.

Plotkin also addressed concerns about winter sales, stating that acai is consumed year-round and mentioning plans for a smaller cafe offering matcha and potentially coffee. She defended the prices by emphasizing the "superfood" quality and health benefits of their products, noting that their sorbet is 75% acai. She also shared positive feedback from New York visitors who preferred their acai preparation.

Founded in 2016 in Brazil, Oakberry has grown from a small kiosk to over 1,100 branches in 60 countries. Founder Georgios Frangulis, who is also engaged to Belarusian tennis player Arina Sobolenko, has promoted the brand through Formula 1 racing. Sobolenko serves as a brand ambassador. Flavio Manzur, the brand's representative in Israel, previously managed Oakberry's first Israeli branch, which opened in 2021 and has since closed. Currently, Oakberry has eight branches in Israel, including in Jerusalem, Eilat, and Kiryat, with plans to open 10 more by 2027, including locations in Malha Mall and Azrieli malls.

Manzur, who is also Brazilian, expressed happiness about expanding the chain in Israel and confirmed that the branches hold kosher certification from Badatz. He stated that the company does not engage in political discussions.