For the first time this winter, the Strauss-Elite food products manufacturer plans to introduce a new chocolate product both in the general and ultra-Orthodox markets.
The haredi market is responsible for about 25% of the company's chocolate sales, and 52% of the company's annual chocolate sales take place in the winter season.
"This is the first time Elite engages in such a strategic key launching in the haredi and general sector simultaneously," says Sigal Hashiloni of the Strauss Group. "We will also consider marketing larger cases of chocolate fingers to the haredi sector."
Following a lot of work involving obtaining raw materials, Elite recently launched dark Pesek Zman chocolate and chocolate with nuts for the haredi sector.
"The haredi sector's share in our chocolate sales stems from several factors," explains Shai Hagoel, Strauss' chocolate marketing manager," including Elite's ability to supply real parve (neither meat or milk) chocolate with a fine kashrut permit, as opposed to the competitors imported from abroad from multi-national companies."
Hagoel says that the massive chocolate consumption of the sector is the result of the consumption of chocolate on Shabbat and during family events, and of the consumption of parve chocolate for the institutional and private baking industry, which is very popular in the ultra-Orthodox sector.