First post: The legumes change shape

Osem’s “Ergaliot” brand has been with us in every situation in life for 40 years. As a snack in childhood, in the reserve, in meetings and even in the teachers’ room. The natives of the 80s will even remember the taste of the controversial dates, followed by many, more and less successful. The most popular above all are the chocolate and strawberry cream.

This time we are happy to be the first to inform you of a change that, at least for the addicts among us, sounds particularly dramatic: round beads. Yes yes, Osem will launch the “circles” in the coming weeks, currently only strawberry flavored, with the pots in their original form continuing to be sold at the same time and the price and weight of the product will remain compatible. However, Bassem promises that in the future surprising fillings are particularly surprising for the circles.

Lior Ezri, director of the bakery activity of, told “Israel Today”: “The innovation in pots has so far been around the filling, like orange and raspberry. This is the first time we touch a different aspect of the cookie – in its form. His islands.In the feet it is the filling, the shape and the size.

This is a smaller, rounder cookie. It sounds like a simple change on the face of it, but it’s a sensory change and it’s a different eating experience. Eggs are eaten in two bites. Circles eat in one bite and this creates a flowing, snacking and fun dining experience. It’s as if there is no preoccupation with eating. “

Ezri added: “The filling on offer now is strawberry filling. We did taste tests and it was received great but there is nothing like the clientele in the end. When it looks like it’s a big success as we expect it to be, we will bring innovations under new fillings. There is a chocolate flavor that is the most popular flavor and we also have new flavors in the arsenal. We have about twenty flavors in mind, but about five we are working on development. The strawberry flavor will come in two months. We will probably bring another flavor later and it will be in place. Another will bring two new products, but the idea is to bring limited editions unless consumers ask to keep it fixed.

Maybe you decide to change the shape of the umbrellas regularly?

“We will never give it up,” Ezri sculpted. “The category of cookies is a category of diversity and excitement, but in the end consumers return to the familiar and beloved place. The brand of cookies as we grew up on will remain forever. These are category-leading products, located in the top ten of the category.