Willi Food to import Italian ice cream

Israeli food company Willi Food, which imports cheese and canned food products, is entering the ice cream industry for the first time and importing Italian premium ice cream to Israel under the private Gelato brand.

Yedioth Ahronoth's economic supplement, "Mamon", has learned that Willi Food signed an agreement with the G7 Gelati Group – the third biggest ice cream producer in Italy, which has an annual sales turnover of €80 million ($100 million) and exports its products to 25 countries.

The ice cream, which is kosher, will be sold in local supermarkets, starting with the Mega chain.

Willi Food, controlled by Zvi Williger, decided to enter the ice cream industry in a bid to expand its product basket. The company believes that after experiencing and tasting the new ice cream, the Israeli consumer will adopt the Italian ice cream.

The new Gelato brand will compete against Nestle's new Joya ice cream and the Staruss ice cream.

In the first stage, the company will import eight special flavors, including panna cotta, tiramisu, chocolata, chocolate chips, strawberry and cappuccino. A 50-gram (1.7-ounce) container will cost NIS 22.90-24.90 (about $5.90-6.40).

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