Israel’s Elite’s confectionery division will cooperate with Spain’s Chupa Chups‘ Crazy Planet to introduce ‘toy sweets’ on the Israeli market. A report in Maariv says that the cooperation with the Spanish firm marks the entry of Elite to the toy sweets niche, according to Nirit Shimon, manager of Elite’s confectionery division. Shimon added that Chupa Chups is one of the leading manufacturers of toy sweets with turnover of about US$1bn.
Elite recently divided its confectionery division into two different companies: one for chocolate and sweets, and the other is the confectionery company. The chocolate and sweets division will manufacture and market chocolates, sweet snacks and gift packages, whereas the confectionery company will focus its activities on baking, wafers, cookies and cakes.
By Aaron Priel, just-food.com correspondent