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

The popular Israeli comedy trio 'Mah Kשור', comprised of Zion Baruch, Shalom Michaelashvili, and Assi Israeloff, is launching its own black coffee brand after over a year of secretive development. This ambitious business venture targets the Israeli 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 owners and entrepreneurs 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 in the coffee venture is approximately 7 million shekels.

Zion Baruch brings prior experience in consumer goods, being a partner in the arak brand 'Nach 12.' This previous success in product development, launch, and marketing suggests the 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 compete directly with established players. While the black coffee market is known for strong consumer loyalty, the significant investment and marketing push aim to challenge the status quo and present consumers with a new choice.