Smoothies: Is this a real trend or industry?

Drinking refreshing and healthy smoothies from fruits and vegetables is gaining momentum year after year, and in the summer months comes the peak of consumption. “As a brand, we have been experiencing a significant growth rate since its inception in 2006,” he says Itamar Hefetz, CEO and network owners rebar. “In the last ten years, we have been growing by about 20% from year to year. This is a market that is currently estimated at NIS 600-700 million a year, from which we derive a share of about 25%. The players in this market are national networks where we, as the ones who brought the news, “We lead by a considerable margin with about 85 branches nationwide. There are also local players, small boutique stores, convenience stores and even coffee shop chains that offer similar drinks on their menus.”

According to Hefetz, when the rebar chain was founded – which offers locally prepared drinks and fruits and vegetables combined with quality raw materials, without added sugar and without added flavor, smell or food coloring – the idea was to create solutions for people looking for food or drink related to the world of wellness. “Drinks that do good for both body and mind,” he explains. “If I look at the months of June-August, this is a period in which the turnover is about 30% higher than the average. While the difference in turnover between August – the peak month in the summer – compared to January – the low month – is twice as high. “Traffic during this period in all the commercial and entertainment complexes we are in is different. In August there are holidays and everyone hangs out, compared to January which is a sleepier month.”

According to Hefetz, the growth in demand for this type of beverage is increasing as a result of the noticeable increase in the entire wellness industry. “We know how to adapt to all ages,” he says. “You’ll even see babies in a stroller with a small glass of rebar, you’ll also see older children. The main market segment is the teenagers and the young guys. We are also at older ages, but the popularity is different.”

Rebar CEO – Itamar Hefetz (Photo: Yachz)

How was your corona year?
“We realized very quickly that we must get to the customer’s home, and we started cooperating with the companies Walt and Let Bite. We made deliveries of drinks that came ready from the branch and arrived cold and chilled at the customer. Thanks to that the office crowd became a very devout customer of ours. This niche of shipments continues to grow even today.We also embarked on a venture [email protected]”, Which allows you to order packages for home-made beverages at home in the app and on the network’s website, so that everyone can make their own smoothie quickly, simply, with the exact taste and the right texture, as in the brand’s branches.”

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Rebar watermelon smoothie (Photo: Ronen Mangan)Rebar watermelon smoothie (Photo: Ronen Mangan)

In addition to the classic drinks, the rebar’s summer menu offers the category I’m cool, a series of “brady” and especially refreshing summer drinks, which includes three types: cool nectarine (nectarine, strawberry, cranberry, ginger, lemon sorbet, sesame seeds, squeezed apple ), cool watermelon (watermelon, pineapple, mango, red chili, lemon sorbet, mint) and cool melon (melon, pear, spinach, passion fruit sorbet, mint, honey, squeezed apple). “It is very important for us not only to bring out new flavors, but also to take a few steps up the category in terms of quality,” says Hefetz. “Every fruit, for example, is imported from its country of origin. Clean, washed, cut in the right proportions, with the highest level of kosherness. We also included protein drinks based on ricotta cheese to march this area forward and make the protein much more accessible to all segments of the population. Only for the guys in the gym who want extra protein. “


Give yourself more


Also network B-FRESH Decided to adopt home delivery of beverages. “The thought of it came because of demand and not because of the corona,” he says Niv Cohen, From the chain’s owners, in which he partners with Liad Almog. “We are currently piloting with Walt in our four branches, with the new packaging to be shipped. Once the pilot is over, we will go with it all over the net. Not every shake we can take out for shipment. For example a Mahniuda shake, which is very popular with us, is very difficult to take out for deliveries. His composition, but on the other hand there are drinks that are suitable for deliveries. “

Niv Cohen, one of the owners of B-FRESH (Photo: Assaf Carla)Niv Cohen, one of the owners of B-FRESH (Photo: Assaf Carla)

B-FRESH, a chain of stalls and liquor stores that are prepared on site and combine tapioca pearls and fruit balls with a variety of fruit flavors, was established in 2015. The chain has 40 branches in Israel, most of them in malls, and 12 branches in the United States. A first branch of Westfield London Mall will soon be launched. “By the end of the year, we plan to grow to 60 branches in the country,” says Cohen. “Our motto is Give yourself More. It’s important to us that our customer pampers himself with a drink during the daily routine. It goes great. People want to take a drink, keep going, and it’s both sitting on the health trend and also of taking yourself some pampering moment. We see the Customers drink the drinks as they walk for pleasure in the mall not necessarily when hungry or thirsty; or we see that near office buildings the drinks are used as a substitute for lunch or a light breakfast. Cafes in which this category has risen in high percentages. “

On the order of NIS 70-80 million a year, Cohen estimates the annual turnover of the chain’s operations in the country, assuming that by the end of the year there will be 60 branches. The chain menu has a variety of drinks from eight different categories, including B-YOGURT: drinks based on beef yogurt or goat yogurt, combined with fruits and vegetables with a recommendation to combine a personal bag of protein, B-BOOST: healthy drinks with a combination of superfoods such as spirulina, Macha, Moringa, Turmeric, Mankai and more, B-FRESH JUICE: Mixes of 100% fresh healthy drinks, B-SMOOTHIE: fun, fruity and full of energy drinks and more.


What has been renewed this summer?
“First of all, there is no doubt that in terms of smoothies, the months of July-August are really crazy. I also think that this summer Israelis will still not be in a hurry to fly abroad, which will cause further growth here. In the summer we have a special B-FREEZE collection: drinks with watermelon, melon, ice-based grapes. It is cooler, more frozen and cools the body more. “


Do it yourself


Even those who like to make smoothies at home have convenient solutions. Sunfrost Towards the summer, she expanded the Smoothies series and launched the Banana-Date mix, which consists of 100% fruit, for home-made delicious and nutritious smoothies. All you have to do is take the bag out of the freezer, empty the contents into a blender, add milk or milk or juice substitute to taste and the smoothie is ready. “According to Sterncast, in 2020 the category of frozen fruits stood at NIS 87 million and grew by more than 50% compared to 2019. Sunfrost’s share in this category is 37%. We launched it in 2017, and since then it has only been growing,” says Roni Bahat, Director of Marketing and Development at the Food Division in Tnuva.

Roni Bahat, Director of Marketing and Development at Tnuva (Photo: Yachz)Roni Bahat, Director of Marketing and Development at Tnuva (Photo: Yachz)

How do you explain this growth?
“First of all, we are a country that loves fruit. This category also offers fruits that are not available all year round like cherries, raspberries, pineapple, blueberries. It also connects very well to the whole culinary trend. Nowadays people bake more at home and use these fruits for baking. “We found ourselves in smoothies at home and we saw insane growth. The health trend has accompanied us for many years, for example the understanding that consuming berries, red fruits, is healthy. Some people also add protein to smoothies after doing sports. It sits exactly on the strongest trends.”

The desire to drink a cool and delicious drink in the summer, along with the desire to try to maintain a healthier lifestyle, is also reflected in the growth of the cold brewing market. This summer, Wissotzky offers a variety of infusions from the “Magic Garden” series, such as berries, lemongrass, fruit, mint, fennel, and apple, from which you can make iced tea, without caffeine, without added sugar, without calories and with a colorful appearance. All you have to do is add 1/3 cup hot water, 1/3 cup ice, and 1/3 cup cold water.

Sunfrost Tamar Banana Mix (Photo: Yachz)Sunfrost Tamar Banana Mix (Photo: Yachz)


Infection ward


The T-LAB, a tea drinks bar in Tel Aviv, is also launching a new ice tea series, which includes peach, sage, pineapple and lemon tea; Green tea, mint and lemon; Infusion of hibiscus, lavender, honey and lemon; Green tea, ginger honey and lemon; And green tea, Louisa, blueberries, lychees and lemon.


“Tea is a seasonal drink in Israel, and in the summer there is a drastic drop of 60% in its sales,” she says Michal Levi, Vice-Chancellor of Tea, Culinary and Business Development. “On the other hand, we see that cold tea is a trend that is catching on in Israel and abroad because of the health trend. You should drink as much water as possible, but not everyone likes water and wants to introduce flavored liquids. “They are a good solution to this. About a year ago, we started raising awareness for drinking cold infusions, and in the summer of 2020 we saw a very large growth, of 34%, in terms of consumption compared to the summer of 2019. The penetration rate for households was similar.”

Michal Levy, VP of Tea and Culinary Unit in Wisotski (Photo: Yachz)Michal Levy, VP of Tea and Culinary Unit in Wisotski (Photo: Yachz)

Levy notes that there is also an increase in interest in consumer questions about how these decisions can be upgraded. “We give recipes for popsicles based on infusions, ideas for combinations of frozen fruits,” she says. “We are also being approached by the world of dietitians, and at the same time we are seeing a growth in drinking iced tea among young people. Cold tea is also penetrating the young consumer, who may have been less attached to it in the past, and we are campaigning on social media aimed at young audiences.”

Wissotzky's cold infusions (Photo: Baruch Na'a)Wissotzky’s cold infusions (Photo: Baruch Na’a)


The Pompadour brand has also recently launched cold infusions in three flavors: peach and passion fruit, strawberry and orange and berry mojito. “We have identified that consumers are looking for healthier products and launched cold infusions for the summer in 2020 – a delicious solution for a drink without added sugar,” says Liane Zacks, VP of the Food and Health Division at Shestowitz, an importer of the Pompadour tea brand.

Cold infusions of the Pompadour company (Photo: Assaf Levy)Cold infusions of the Pompadour company (Photo: Assaf Levy)

“Last summer we launched these products in a limited edition, and they just flew, sales worked really well. So this year we doubled the amount of cold decisions for the summer, and we see very good purchases. But it’s still a matter of market education, because Israeli consumers are not so used to drinking Summer infusions. They are less familiar with cold infusions. So this year we also did packaging in Hebrew to make the products more accessible. We also did digital work to explain through influencers of the product. Our assessment is that the cold infusion niche will grow and strengthen, because it meets the health trend. “A great solution in the summer as a sage drink without added sugar. All you have to do is add water.”


Source: Maariv.co.il – כלכלה בארץ by www.maariv.co.il.

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