Strauss North America is a relatively young business unit driving important growth for us. We chose to base our North American activity on our vast knowledge about Health & Quality of Life – a rapidly growing sector in our part of the world, through Sabra Salads. At the same time we decided to enter the Fun & Indulgence sector via a unique concept – the concept of chocolate – the Max Brenner Chocolate Bars, which are managed from the US and operate branches in Israel, Australia, Singapore, and the Philippines. Alongside these activities, we are considering further expansion in the North American market based on our growth strategy and the competitive advantages we have working for us.

Sabra Salads – Fresh, Healthy and Authentic
In August 2005, Strauss acquired 51% of Sabra, a leading brand of Mediterranean salads in the US. The combination of the Sabra brand and the extensive knowledge we have acquired in the chilled salad market, has allowed us to create a new demand in the US for ethnic and fresh dips, based on authentic and healthy food. The Sabra brand has become the fastest growing brand in the category of chilled dips and spreads, and the leading humus brand in the US.

In view of Sabra’s success and the great potential of this category, food giant PepsiCo recently became a partner (50%) in Sabra, and today the business is managed as a partnership between Strauss Group and PepsiCo.
Strauss has turned Sabra into the fastest growing brand in the refrigerated dips and spreads category in North America, lead-ing the hummus category with a market share of 39% (as at February 2009). We plan to leverage Sabra as a platform for continued expansion in North America.
In 2008 Sabra’s sales totaled approximately NIS 300 million.

Max Brenner – Bringing A Unique Chocolate Culture to the US
Max Brenner represents a unique marketing concept in the world of chocolate. Our 25 branches around the world are proof of the success, freshness and especially delightful nature of the concept, which attracts much interest from consumers. With 6 branches in Israel, 14 in Australia, 2 in New York, 2 in the Philippines and one branch in Singapore, we see this unique brand as having enormous business potential. In 2008 Max Brenner’s sales totaled NIS 94.8 million.

Max Brenner headquarters that manages global operations recently relocated to the US and plans to open additional Chocolate Bars in that region.

These are the people leading our activity in North America