Idan Amedi Enters Coffee Business with Aroma's New Brand
Translated & summarized from Maariv by baba
Singer Idan Amedi is partnering with Aroma to launch "Jerusalem Coffee," a new black coffee brand competing with Elite's Turkish coffee. Amedi is involved in product development and will be the brand's spokesperson. The venture represents a 20 million shekel investment by Aroma to enter the home-prepared black coffee market. Details on the launch date and pricing are forthcoming.
The story in 6 lines · by baba
- Singer Idan Amedi is partnering with Aroma to launch a new black coffee brand called "Jerusalem Coffee."
- The new brand aims to compete with Elite's dominant Turkish coffee in the Israeli market.
- Amedi is a partner in the company and involved in product development and branding, not just a spokesperson.
- Aroma is investing 20 million shekels in the "Jerusalem Coffee" brand and its marketing.
- This launch signifies Aroma's expansion into the home-prepared black coffee category.
- The product will be produced at Aroma's facility and will have kosher certification.
Israeli singer and creator Idan Amedi is entering the coffee business as a partner in Aroma's new black coffee brand, "Jerusalem Coffee." Amedi, who is himself from Jerusalem, is involved in the entire development process, from selecting the final coffee blend to shaping the brand's language and packaging. He will also serve as the brand's spokesperson.
The launch marks Aroma's expansion into the home-prepared black coffee market, a category currently dominated by Elite's Turkish coffee. Aroma is investing 20 million shekels in the "Jerusalem Coffee" brand, covering product development and marketing. This move follows Aroma's recent introduction of home-use coffee capsules.
"Jerusalem Coffee" will be produced at Aroma's roasting facility in the Ela Valley and will be certified kosher by Badatz Chug Chatam Sofer Petah Tikva, under the supervision of the Beit Shemesh Rabbinate. The launch date, pricing, and points of sale have not yet been announced by the company.
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