NBA Star Deni Avdija Expands Business Ventures in Israel
Translated & summarized from Ice by baba
NBA star Deni Avdija is expanding his business in Israel by launching a new strawberry cream protein ice cream flavor under his TURBO brand. He has also opened a dedicated TURBO store on the Wolt delivery platform, which will be the exclusive initial seller of the new ice cream. The brand plans further retail expansion across various Israeli chains, aiming to meet the demand for healthy, protein-rich products.
The story in 5 lines · by baba
- NBA star Deni Avdija has launched a new strawberry cream protein ice cream flavor under his TURBO brand.
- A dedicated TURBO online store has opened on the Wolt delivery platform, serving as the exclusive initial seller.
- The new ice cream contains 18 grams of protein and 240 calories per serving and is kosher certified.
- Avdija's brand plans to expand its distribution to major retail chains across Israel.
- The business expansion complements Avdija's successful NBA career with the Portland Trail Blazers.
NBA star Deni Avdija is broadening his business endeavors in Israel with the launch of a new product and the opening of a dedicated online store. His nutrition and protein supplement brand, TURBO, which operates under the company Raito, announced on Monday the expansion of its ice cream line with a new strawberry cream flavor. The development of this new product took approximately one year, focusing on replicating the taste and texture of classic cream ice cream while maintaining high nutritional value. According to the company, the ice cream contains 18 grams of protein and 240 calories per 250ml serving, with no artificial aftertaste, and is free from added sugar or saturated fat. It also holds kosher certification from Badatz Beit Yosef.
In parallel with the new flavor launch, Avdija is introducing a digital distribution strategy by opening a TURBO brand store on the Wolt delivery platform. This store will serve as the initial and exclusive point of sale for the new strawberry cream ice cream and will feature all products from the TURBO series. The price per unit will be NIS 24.90, with a three-unit trial pack available for NIS 69.90. The brand plans to expand its retail presence to select convenience and marketing networks across Israel, including Wolt Market, AM:PM, Yellow, Dor Alon, Super Yuda, Delek, and specialized stores.
Avdija, who was drafted ninth overall in the 2020 NBA draft by the Washington Wizards and traded to the Portland Trail Blazers in the summer of 2024, is solidifying his position as a leading player in the league. The launch of the TURBO brand aims to cater to the growing demand for premium, protein-enriched products for athletes and individuals pursuing active and healthy lifestyles, complementing his successful basketball career and lucrative multi-year contract with his team.
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