Israeli food manufacturer Strauss-Elite has made a strategic decision to turn cafés into a major source of revenue.
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Its cafés, now operating in several cities in Israel, the Far East and Australia, will include unique lines of chocolate drinks, using its Max Brenner premium chocolate brand. The company plans to establish dozens of cafés in Europe and the US, the first of which is to be set up in New York.
A report in Haaretz notes that Elite originally planned to market just the chocolates, but has now changed its focus to operating chocolate drink bars. The report adds that Strauss-Elite received offers to open branches in key European sites, including in the Galeries Lafayette department store in Paris.
Max Brenner was purchased by Strauss-Elite in 2001 for NIS5m (US$1.12m).
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