Nutella’s first coffee will open in Israel, Globes has learned. The owners of Good Pharm will open in Israel the first coffee on wheels of a brand of Nutella chocolate spreads in Israel on Ibn Gvirol Street in Tel Aviv, in the Beit Walla complex.
The founders of the Pharm chain are the founders of the Pharm chain, Adam Friedler and Ohad Sandler, who are members of Ferrero’s global representative in Israel, while the Nutla coffee cart will be operated by Good Pharm employees, in order to attract an audience to their new branch.
The coffee, which is expected to open together with the pharma branch in about two weeks, will be operated from a coffee cart manufactured by the Italian company Piaggio, which will be set up by a team from Luxembourg. It will operate in front of the new Good Pharm branch in Walla, and is also expected to include seating in front of the area where a branch of the Aroma Tel Aviv chain operated until recently.
Ohad Sandler and Adam Friedler, founders of Good Pharm / Photo: Shlomi Yosef
A larger than average branch of Good Pharm
The new branch of Good Pharm, where the cafe will open, is much larger than the average of Good Pharm, in an area of about 600 square meters in front of which has been operating a branch of the competitor Super-Pharm for several years. This branch will join other branches developed during this period. The same to complete a layout of about 30 stores.
Nutella is the chocolate spread of the Italian chocolate maker Ferrero, controlled by the Ferrero family. About three years ago, the company began to find channels for direct communication with the consumer, and alongside its main activity as a chocolate maker, it began to open permanent cafes owned by it around the world in prominent cities. Nutella’s first coffee shop in the world was opened by Italian chocolate giant Ferrero in 2017 in Chicago, and in 2018 another coffee shop opened in New York. In addition, the company operates cafes around the world in the form of food trucks or coffee carts as it will now open in Israel.
In addition to Nutella, Ferrero manufactures and markets other brands including Kinder Chocolate, Ferrero Rocher Chocolate, Tic Tac and others. The Nutella spread was developed by the Ferrero family in 1964, and made its way to Israel in 1975. The chocolate giant Ferrero has a presence in over 50 countries, and its products are sold in over 170 countries. In 2019, Ferrero’s sales turnover was € 11.4 billion.
Until 2016, Ferrero’s official importer to Israel was the importer Leiman Schlissl, but in the same year the global company set up a local representative to handle its brands. In Israel, Ferrero’s importer is considered one of the largest food companies, and it holds a share of about one percent of sales in the food and beverage market in Israel.
The new cafe, which will now be operated by the company founded by Friedler and Sandler, is different from the current activities of the pharma chain, but is no stranger to its founders. Sandler currently also serves privately as a franchisee of two cafes of the Arcaffe chain – Beit Asia in Tel Aviv, and in the Krinitzi neighborhood in Ramat Gan.