Aroma Espresso Bar Launches Jerusalem-Themed Coffee Brand
Translated & summarized from Ynet by baba
Aroma Espresso Bar is launching a new black coffee brand called "Jerusalem Coffee" with a NIS 20 million investment, featuring singer Idan Amadi as its face. The coffee will be produced and sold in Aroma's 190 branches and distributed in grocery stores. This move enters a market dominated by Elite Turkish Coffee and follows a similar announcement from the "Ma Kashar" trio, with new brands potentially targeting young reservists.
The story in 6 lines · by baba
- Aroma Espresso Bar is investing NIS 20 million to launch its new black coffee brand, "Jerusalem Coffee."
- Singer and actor Idan Amadi will be the face of the "Jerusalem Coffee" brand.
- The new coffee brand will be sold in Aroma's 190 branches and distributed in grocery chains.
- The black coffee market is valued at NIS 1 billion annually and is dominated by Elite Turkish Coffee.
- Aroma's move into black coffee follows a similar announcement from the trio "Ma Kashar."
- New black coffee brands may be targeting young IDF reservists who consume coffee in the field.
Aroma Espresso Bar is entering the black coffee market with its own brand, "Jerusalem Coffee," investing NIS 20 million in the venture. Singer and actor Idan Amadi, who is from Jerusalem, will be the face of the brand and is reportedly involved in its development. The coffee will be produced at Aroma's own roasting facility and sold in its 190 branches, with plans for distribution in grocery chains.
Aroma stated that the new brand blends traditional Israeli coffee with Jerusalem roots, reflecting both the city's heritage and Amadi's own connection to it. The launch date has not yet been announced.
The black coffee market, which is valued at approximately NIS 1 billion annually, is currently dominated by Elite Turkish Coffee with nearly 80% market share. This segment is not growing, largely due to a shift towards coffee capsules and cafe consumption, with its consumer base being older and resistant to changing habits.
This move by Aroma follows the recent announcement that the trio "Ma Kashar" will also launch their own black coffee brand. Aroma's entry is part of its strategy to expand its offerings in the home coffee sector, having launched home-use coffee capsules a year ago. Aroma has a competitive advantage over "Ma Kashar" as it can leverage its existing branches for promotion and is the manufacturer of the coffee.
The emergence of new black coffee brands is partly attributed to the increased reserve duty (miluim) among young Israelis in the IDF, who are reportedly consuming more black coffee in the field. However, the trend of equipping military units with coffee machines and the availability of portable coffee makers may also influence consumption patterns.
