The global Nestle food company is, for the first time in its history, producing a new breakfast cereal in the southern Israeli town of Sderot.
The new cereal was developed in Israel and is based on a technology that was originally developed for the production of Osem's nougat-filled Bamba snack.
The new cereal will be named Crunch Rolls Nougat and is composed of cylindrical-shaped cereal filled with nougat.
The development of the technology began at Nestle's research and development center in Sderot some seven years ago.
The technology, that is registered as a global patent, allows for the first time ever, the inflation of a corn or cereal product in the shape of a cylinder with open sides, through which the filling can be seen.
Up until now, Nestle has not produced any food products in Israel, and its products are imported to Israel by Osem.
It seems that the sweeping success of Bamba Nougat has prompted Nestle, one of the world's leading breakfast cereal producers, to implement the new technology in its products as well.
Osem's nougat-filled Bamba was born at the request of soldiers who would eat Bamba with chocolate paste. The project was initially launched in a limited edition as a marketing campaign, but quickly became a hit.
In the first stages, the new cereal will be sold in Israel and was expected to be on shelves this week. The company also plans to market the new product around the world.