How AI and Celebrities Fuel Israel's Hottest New Brands
Translated & summarized from Ynet by baba
Israeli entrepreneurs Michael Osdon, Eli Zilberman, and Ofer Shaaltiel are achieving significant success by using AI to identify consumer trends and partnering with celebrities to launch new brands. Their protein ice cream, TURBO, co-created with NBA player Danny Avdija, sold over a million units in its first year. They are now launching a black coffee brand with the comedy trio "Mah Kardash" and have also partnered with Daniel Amit for the "Deniz" cake brand. Raito's strategy focuses on deep celebrity involvement and creating shared consumer experiences, driven by AI analysis of market trends.
The story in 6 lines · by baba
- Israeli entrepreneurs are using AI and celebrity partnerships to launch successful brands like TURBO protein ice cream.
- The TURBO brand, co-created with NBA player Danny Avdija, sold over one million units in its first year.
- Raito, the company behind these brands, is now launching a black coffee line with the popular trio "Mah Kardash".
- Their strategy involves celebrities being full partners in product development, not just endorsers.
- AI is used to identify consumer trends and match them with the right talent for maximum market impact.
- The company was founded by friends inspired by a tragic terror attack, with the name Raito honoring a fallen friend.
Israeli entrepreneurs Michael Osdon, Eli Zilberman, and Ofer Shaaltiel have launched a successful business model that leverages AI to identify consumer trends and partners with celebrities to create popular brands. Their company, Raito, which uses AI to spot trends, has partnered with NBA player Danny Avdija to launch the protein ice cream brand TURBO. The brand achieved over one million units sold in its first year, expanding to over 2,000 points of sale and generating tens of millions of shekels.
Raito's strategy involves identifying a trend, finding the right celebrity to amplify it, and building a business around that connection. This approach was also applied to the "Deniz" cake brand, founded by Daniel Amit, which became Israel's fastest-growing pastry brand, generating significant online buzz and millions of dollars in estimated media value. Amit stated that the professional process and her active involvement were key to her trust in Raito.
Building on this success, Raito is now entering the half-billion-shekel black coffee market with a new brand developed in partnership with the popular Israeli comedy trio "Mah Kardash" (Tzion Baruch, Shalom Michaelashvili, and Assi Israeloff). Unlike typical endorsement deals, the celebrities are full partners in the product development and brand creation.
The company's methodology is rooted in understanding Gen Z consumer behavior, where trends emerge organically online. Raito uses AI to analyze vast amounts of data, identify these trends, and then match them with the ideal celebrity or influencer to create a successful product. This approach aims to shorten the path from viral phenomenon to commercial success.
Raito's founders, who have a background in tech and military intelligence, were inspired to create the company after a tragic terror attack in Tel Aviv in March 2023, which resulted in the death of their close friend, Or Ashkar. The company name, Raito, means 'light' in Japanese, honoring Ashkar. They aim to build meaningful brands that resonate with consumers by offering genuine value and creating shared experiences, moving beyond mere product promotion to foster community and lasting engagement.