The Yellow convenience stores chain of the Paz Group launched a unique a series of products recently under the brand "Yellow Fun to Go" in designed personal containers, including products of the Aldo ice cream parlors, the Mahlavena dairy, the Shimoni Brothers' farm and Nofat Dagan.
In the first stage, the chain is offering yogurt drinks, ice cream drinks with crunchy additions, fruit smoothies, sliced fruit in three sizes and a variety of nuts and seeds.
The launching of the new series of products was to be accompanied by a television campaign (on Channels 2, 10 and 24), billboards and outdoor screens.
Designer Baruch Naeh has been tasked with designing the packages, focusing on minimalistic design and a self sense of humor speaking to the consumer at eye level.
"Yellow continues to be one of the group's most important growth engines," said Paz Group CEO Yona Fogel. "We continue to lead the convenience market by expanding the variety of products and providing comprehensive solutions for the public of drivers and consumers in Israel."
The Paz gas stations chain includes 270 stations and 215 chain stores. Twenty-one new stores were opened last year.