Zoghlok Company Discontinues "Madame Perez" Brand After Three Years
Translated & summarized from Israel Hayom by baba
Zoghlok is discontinuing its "Madame Perez" ready-to-eat meal brand after three years, planning to launch a new brand in the same category. The move follows the company's acquisition by AP Partners and is part of a broader strategic realignment.
The story in 5 lines · by baba
- Zoghlok is discontinuing its "Madame Perez" ready-to-eat meal brand.
- A new brand will be launched in the same market segment.
- Some "Madame Perez" products will be rebranded.
- The changes are linked to Zoghlok's recent sale to AP Partners.
- The company is also expanding production and exploring new product lines.
After approximately three years, the Israeli food company Zoghlok is discontinuing its "Madame Perez" brand, a line of ready-to-eat meals. The company plans to remain in this market segment and will soon launch a new brand under a different name. Some existing products will be rebranded, and new items will also be introduced.
The "Madame Perez" line was launched in November 2023 with the goal of providing consumers with home-style meals that could be quickly heated in a microwave. The brand featured fresh, chilled, single-serving meals in various flavors, including meat and vegetable dishes. Ronit Zoghlok, the company's VP of Development and Innovation, was instrumental in its development.
During the same period, Zoghlok's factory in Shlomi began producing these ready-made meals, continuing operations even during wartime. The new chilled meal line, which involved a significant investment and a patented packaging method, also supplied meals to soldiers and forces in the northern region. By March 2024, Zoghlok had expanded this series to include seven home-style dishes designed for two people, such as meatballs in tomato sauce, chili con carne, and chicken in red curry.
These strategic changes are occurring in the context of Zoghlok's sale. In 2025, the company was acquired by the investment fund AP Partners, leading a group of investors. AP Partners purchased 70% of Zoghlok's shares for an estimated company valuation of approximately NIS 450 million. The deal was finalized in August 2025 after approval from the Antitrust Authority, with the Zoghlok family retaining the remaining 30% of the shares.
A spokesperson for Zoghlok stated, "As part of focusing the company's business strategy, Zoghlok is making adjustments to its product portfolio and branding. Among other things, Zoghlok is expanding its production facilities in Shlomi, acquired a factory operation in Thailand for producing vegetarian products and meat alternatives, launched a collaboration with Chef Moshik Roth for premium sausages, and more. As part of this strategic move, some products currently marketed under the 'Madame Perez' brand will be rebranded and marketed alongside new products, in line with the company's strategy."