Israeli Comedy Trio 'Mah Kashur' Invests $7 Million in New Coffee Brand

The popular Israeli comedy trio 'Mah Kashur,' comprised of Zion Baruch, Shalom Michaelashvili, and Assi Israeloff, is launching its own black coffee brand after over a year of secret development. This ambitious business venture marks a significant move beyond their entertainment careers, aiming to compete in Israel's black coffee market, estimated at half a billion shekels annually and currently dominated by Elite's Turkish coffee.

Unlike typical celebrity endorsements, the trio is deeply involved as entrepreneurs and owners in this project. They have partnered with 'Raito,' a company experienced in connecting celebrities with consumer products, which was also behind NBA player Danny Avdija's protein brand and Daniel Amit's cake line. The initial investment for the coffee project is approximately 7 million shekels.

This is not Zion Baruch's first foray into the consumer goods market; he is also a partner in the arak brand 'Nach 12.' His previous experience in product development, launch, and marketing suggests this coffee venture is a calculated business strategy rather than a fleeting whim.

The new black coffee blend was developed over many months and will be manufactured in Israel. The brand plans an aggressive, nationwide rollout to challenge established competitors. Despite the strong consumer loyalty in the Israeli black coffee market, the trio's substantial investment and marketing push are expected to significantly impact consumer choice.