Former Tnuva Executives Launch Gourmet Frozen Food Brand in Israel
A group of former senior executives from Tnuva and the Israeli food industry have founded a new company called Food Good 18, officially launching its operations in the emerging category of gourmet frozen food, or "frozen fine dining," in Israel. The company's founders include Reuven Shlesel of Lyman Shlesel, former Tnuva CEO Eyal Malis (now a partner in the superfood venture Mankai), Avinaam Bar-Mocha, ex-institutional manager at Tnuva and CEO of Landwer, Shagai Cohen, a private equity investor and former Tnuva business development VP, and chef expert Niv Cohen who advises food tech companies.
Food Good 18's products contain no additives or preservatives, with animal-based items certified under the "Healthy Living" quality mark. Their initial product line features frozen ramen soups made with hand-crafted noodles, meat, and vegetables, each serving providing 52 grams of protein. They also offer handmade Vietnamese nam dumplings filled with meat and vegetables, with more Asian products planned. Under the "Stock Factory" brand, the company markets a variety of broths including beef bone broth, organic chicken broth from Melamed Farm, and organic mushroom broth from Migdale Organic in Ahituv. Additionally, they produce refined beef fat for home frying, targeting ketogenic diet followers and consumers seeking traditional, less processed ingredients.
Production and distribution are handled by subcontractors. Prices are set at approximately 32 shekels for half a liter of beef broth, 50 to 55 shekels for a 700-gram ramen package, and 33 shekels for a pack of five nam dumplings. Eyal Malis explained the company was born from a passion for unique ready-to-eat culinary solutions that combine better nutrition with everyday convenience. He noted the market currently has few competitors in commercial ready meals, except for Ruti Broddu’s chilled (not frozen) products. Avinaam Bar-Mocha added that this is the first presentation of culinary solutions with an improved, natural profile, and the company plans to expand to 20 products by the coming winter.
