Aroma Coffee Chain Launches New Black Coffee Brand With Singer Idan Amadi
Translated & summarized from Ice by baba
The Aroma coffee chain is investing NIS 20 million to launch a new black coffee brand, "Jerusalem Coffee," in partnership with singer Idan Amadi. Amadi will be a stakeholder and spokesperson for the brand, which aims to capture the home-prepared coffee market. This expansion follows Aroma's previous foray into home coffee capsules and comes as the company also plans to open smaller kiosk-style branches. The coffee will be produced at Aroma's roastery and will feature specific kosher certification.
The story in 6 lines · by baba
- Aroma Coffee Chain is launching a new black coffee brand, "Jerusalem Coffee," with singer Idan Amadi.
- The company is investing NIS 20 million in the new brand and its development.
- Idan Amadi will be a partner in the company and the brand's spokesperson.
- The new brand aims to compete in the home-prepared black coffee market.
- "Jerusalem Coffee" will be produced at Aroma's roastery in the Ella Valley.
- The launch follows Aroma's previous expansion into home coffee capsules and kiosk formats.
The Aroma coffee chain is expanding its presence in the Israeli coffee market with a NIS 20 million investment to launch a new black coffee brand, "Jerusalem Coffee," in collaboration with singer-songwriter Idan Amadi. Amadi will be a partner in the company, involved in product development, and will serve as the brand's spokesperson. This move marks Aroma's expansion beyond its cafes into the home-prepared coffee product market, aiming to compete with established brands like Elite's Turkish coffee.
Amadi is participating in the product's formulation, from selecting the final coffee blend to designing the packaging and branding. The name "Jerusalem Coffee" connects the product category, associated with Israeli consumption habits, to Amadi's Jerusalem roots. The NIS 20 million investment covers product development and brand building. Specific pricing, launch date, and sales locations are yet to be announced.
This initiative follows Aroma's previous expansion into the home coffee market with a line of coffee capsules launched about a year ago. The introduction of black coffee further broadens the company's product offerings and targets a new segment of coffee consumers. This launch occurs amid broader discussions about coffee prices in Israel; Aroma had previously announced an average price increase of about 12% for some drinks and pastries in January, prompting competitor Cafe Cafe to lower its takeaway coffee price.
Aroma, which operates approximately 190 branches nationwide, is also planning to open around 100 "Aroma Kiosk" locations focusing on beverages, pastries, and soups. The "Jerusalem Coffee" brand will be produced at Aroma's roastery in the Ella Valley and will be certified kosher by Badatz HaChaim Sofer Petah Tikva under the supervision of the Beit Shemesh Rabbinate. Further details are expected soon.
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