Elite Brings Back 16 Beloved Nostalgic Candies

A wave of nostalgia is hitting Israeli supermarkets as Elite, a brand of Strauss, is reintroducing 16 beloved candy products from the past to shelves. These include items like Maimolada, Neshekola, and Zip, some with packaging reminiscent of their original designs and old company logos. Many of these products have not been available for years.

The Maimolada, for instance, which was previously only sold with strawberry filling, is returning in raspberry and pineapple versions. Other returning treats that many Israelis remember from childhood include Jamaica chocolate, Tortini, Neshekola, lemon candy, and honey drops.

The most anticipated return is likely Zip, a powdered drink known for its vibrant colors. The concept remains the same: pour the powder into a glass, add cold water, and mix. The packaging has been updated to a box of ten individual sachets, compared to the original tin boxes and family-sized bags. "Our goal was to preserve the nostalgic taste and experience of Zip as much as possible, while adapting the product for today's consumers," explained Zion Cohen, Strauss's Chief. Cohen noted that Zip was ahead of its time, offering a simple way to prepare flavored drinks at home before ready-made beverages became common.

The reintroduced products will be sold individually in retail chains. Additionally, a special 12-product nostalgia edition box, featuring items like pineapple Maimolada, Jamaica, Tortini, honey candy, Zip, Pesek Zman, Twist, and old-packaging Elite Turkish coffee, will be available for NIS 79. This box will be sold at an Elite pop-up complex at Ayalon Mall from November 10-16. The complex will feature photo booths, video games, childhood character figures, and a nostalgic drink bar created in collaboration with chef Nadav Bernstein and the company Kapiayim.