Or Eshkar was killed in a terror attack on Tel Aviv's Dizengoff Street in March 2023, His close friend, entrepreneur Michael Osadon, has since carried that loss with him — not only personally but professionally. The tragedy ultimately became a driving force behind the creation of a new company: RAITO, named after the Japanese word for "light" in tribute to Or, which means light in Hebrew, and inspired by their last trip together to Japan.
“Entrepreneurship was part of my life before the attack,” said Osadon. “But after it, everything took on new meaning. We saw Or as a partner in this journey, even if not physically.”
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Or Eshkar was killed in a terror attack on Tel Aviv's Dizengoff Street in March 2023,
(Photo: Courtesy of the family)
Now, nearly three years later, the startup is launching its first product — a high-protein ice cream — in collaboration with Israeli NBA star Deni Avdija. The name of the product is “Turbo,” a nod to the nickname he earned during his time with the Washington Wizards.
Why did you decide to start with ice cream?
“Ice cream today is a guilty pleasure with few good protein-based alternatives,” said Osadon. “That’s why it was the first category we entered.”
The brand’s first flavors include Madagascar Vanilla, Maya Mango, and Chocolate Hazelnut, all designed to be flavorful yet balanced — with no red warning labels signifying high fat or high sugar. “We wanted people to be able to eat a full pint without feeling guilty,” he added.
Each pint contains 17 grams of protein, with plans to increase the content in future versions. “A lot of people — not just athletes — are aiming for 120 grams of protein a day. Our ice cream makes that easier and tastier,” Osadon said.
This is where you can buy it
Launched this week, Raito’s protein ice cream is already gaining traction. “Deni posted a story at 12:50 a.m., and by 7 a.m., demand exploded,” Osedon said. The ice cream is now available via Wolt, Carmella, Noya Sadeh, and Super Yehuda, as well as in select stores nationwide.
On partnering with Deni Avdija
“It’s really exciting. Deni brings so much pride to Israel right now, and being part of something with him outside of basketball is a real honor,” said Osedon. While the two knew each other previously, the partnership came from a deeper alignment. “We build brands with people whose values match the product. Deni represents achievement, sport, and lifestyle — it was a perfect fit. He’s deeply involved in every detail, from design to taste testing.”
And yes, Deni now has a freezer at home fully stocked with Raito pints.