Singer and Songwriter Partners With Aroma Coffee for New Black Coffee Brand
Translated & summarized from Israel Hayom by baba
Singer the singer and songwriter is partnering with the Aroma coffee chain to launch a new black coffee brand, "Jerusalem Coffee," in which he will be a partner and spokesperson. Aroma will invest 20 million shekels in the venture, which aims to blend tradition with the singer and songwriter's Jerusalem heritage. The singer and songwriter is involved in product development, not just as a brand ambassador. The launch signifies Aroma's expansion into the home black coffee market to compete with established brands.
The story in 6 lines · by baba
- Singer the singer and songwriter is launching a new black coffee brand, "Jerusalem Coffee," with the Aroma chain.
- Aroma will invest 20 million shekels in developing and branding the new "Jerusalem Coffee" product.
- The singer and songwriter is a partner in the venture and actively involved in product development and branding.
- The brand aims to combine traditional coffee culture with the singer and songwriter's Jerusalem roots.
- This launch marks Aroma's entry into the competitive black coffee market in Israel.
- Aroma previously launched home-use coffee capsules about a year ago.
Israeli singer and songwriter the singer and songwriter is expanding into the business world through a new partnership with the Aroma coffee chain to launch a black coffee brand named "Jerusalem Coffee." the singer and songwriter will serve as a partner in the company and its spokesperson. Aroma plans to invest approximately 20 million shekels in product development and brand building for this venture, marking its first foray into the black coffee category, a staple for Israeli consumers. The new brand aims to blend traditional local coffee culture with the singer and songwriter's Jerusalem roots, as he was born and raised in the city.
Unlike typical celebrity endorsements, the singer and songwriter is actively involved in the product's development. According to the company, he participated in various stages, from selecting the final coffee blend to shaping the brand's identity and packaging design. Alongside his development role, he will also be the face of "Jerusalem Coffee."
The launch of "Jerusalem Coffee" is part of Aroma's strategy to broaden its reach beyond its cafes and strengthen its presence in the home coffee market. This move will allow the chain to target consumers who prefer making black coffee at home and compete with established brands, particularly Elite's Turkish coffee. Aroma acknowledges the challenge of entering a market with long-standing brands already prominent in retail stores.
This initiative follows Aroma's previous expansion into the home coffee market with a series of coffee capsules launched about a year ago. "Jerusalem Coffee" will be produced at Aroma's roasting facility in the Ella Valley and will be marketed with a strict kosher certification. The exact launch date, pricing, and retail locations are yet to be announced.
