Israeli TV Host Rotem Sela Launches Better, a New Dietary Supplement Brand

Israeli actress and television presenter Rotem Sela has entered the dietary supplements market by launching Better, a new brand she owns. The brand was developed over three years with an estimated investment of around 8 million shekels. Better was created in partnership with Kamifal Group, a leading pharmaceutical distributor in Israel, and will be sold exclusively through Super-Pharm stores, Super-Pharm's website, and the brand's own online platform.

Better aims to address the common issue of low absorption rates in dietary supplements, where approximately 80% of active ingredients typically fail to be absorbed by the body. According to the company, Better's products offer absorption rates up to five times higher than leading competitors by utilizing advanced technologies.

This launch follows other recent developments in Israel's real estate and health sectors, including the opening of the Longevity residential complex in Modiin by the Ad 120 chain, and new executive appointments such as Alon Alperovitz becoming CEO of MaccabiDent and Victoria Kinar leading international operations at the Innovation Center for Resilience and Health in Sderot.

Rotem Sela's entry into the supplements market marks a significant move combining celebrity influence with health innovation, backed by a major pharmaceutical distributor and exclusive retail partnerships.