The kosher certification has been unexpectedly revoked from all branches of the Nuts Factory chain, owned by the Allall family in New York and New Jersey.
Nuts Factory is one of the most successful nut chains in the U.S. and has become a powerhouse in recent years thanks to its innovative concept: stores designed in the style of an Israeli market. The chain was also one of the pioneers in introducing the Dubai Chocolate trend to the American market.
The announcement just before Purim by National Kosher Supervision (NKS), led by Rabbi Aaron Mehlman, one of New York's leading kosher authorities, caught many customers by surprise, especially those who had come to rely on the chain as a trusted source for kosher nuts, chocolates and dried fruits. "The kosher certification has been immediately revoked for all stores in New York and New Jersey," NKS told Ynet, adding, "Do not rely on any existing kosher signage in the stores."
Behind the chain stands the Allall family, owners of Din Marketing and Roasting — one of Israel's largest marketing companies for nuts, dried fruits and spices. The company is well-known for its brands such as Shkedia, Sasson Ha'Koleh and Beit Hashita pickles, as well as Aharoni sauces.
The nuts and pickles empire operates around 160 "store-in-store" kiosks within the largest Israeli supermarket chains. Under this model, the company manages the nut, dried fruit and candy sections within supermarkets, selling products in bulk and paying the chains a commission from the revenue. Additionally, the company's products are sold in branded packaging on shelves under its own labels, as well as under the private label of the Rami Levy supermarket chain. The company's annual sales are estimated at around half a billion shekels.
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The person leading the chain’s U.S. operations is Din Allall, 31, the son of Yigal Allall, the company’s CEO in Israel. After studying in the U.S., Din decided to bring the family’s concept overseas. The first Nuts Factory branch opened in Manhattan in 2019 with a clear goal: to recreate the experience of an Israeli market in the heart of New York, but with a modern, clean and organized design.
The chain’s success was immediate. Within just three years, it expanded to approximately 20 branches across New York, New Jersey and Boston, becoming a destination for lovers of kosher nuts.
The stores, with their meticulous design, the intoxicating aroma of freshly roasted nuts and the wide selection of candies and chocolates, quickly became a hit among the religious Jewish American community.
Social media campaigns, featuring collaborations with Jewish American influencers, significantly contributed to building the brand and creating a loyal customer base. The chain became a symbol of Israeli pride, and one of its branches on the Upper East Side became the target of an antisemitic attack on Israel's Independence Day last year. The store’s doors were broken into, and a window was smashed, similar to two other nearby businesses owned by Jews or Israelis. Stickers left at the scene read "end the occupation."
According to Rabbi Mehlman, who made the decision, the revocation of the Israeli chain's kosher certification after serious violations were discovered regarding shipments of non-kosher products sent to the branches. "There were repeated violations involving shipments of candies, chocolates and similar items that were not kosher. I insist on having a dedicated supervisor present in every kosher-certified store," the rabbi explained.
The uproar on social media was immediate. Large kosher groups warned the public against shopping at Nuts Factory, with messages such as, "Don’t buy anything there for Purim!" and even calls to investigate other stores that might be violating kosher standards.
In response, Nuts Factory management told Ynet: "The information is incorrect. We are transitioning to a new kosher certification and will announce it soon." Meanwhile, Rabbi Mehlman said, "If and when we renew our supervision for the chain in the future, we will issue an announcement."
In the meantime, the damage to the chain’s reputation could be significant — especially for a brand that built its standing on a close relationship with the kosher community in New York.