Idan Amedi Enters Coffee Business with Aroma's New Brand

Unlike typical celebrity endorsements, Amadi is actively involved in the product's development, participating in selecting the final coffee blend, shaping the brand's identity, and designing the packaging. The coffee will be produced at Aroma's roasting facility in the Ella Valley and sold across its 190 branches, with plans for distribution in grocery chains.

This move marks Aroma's entry into Israel's highly competitive black coffee market, which is valued at approximately 1 billion shekels annually and is currently dominated by Elite Turkish Coffee with nearly an 80% market share. The launch follows Aroma's expansion into the home coffee market with coffee capsules a year ago, as well as a recent announcement by the "Ma Kashar" trio to launch their own black coffee brand.