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.

Since 2007 Sabra is owned jointly (50/50) by Strauss Group and PepsiCo Frito Lay.
In recent years Sabra became the fastest growing brand in the refrigerated dips and spreads category in North America, leading the hummus category with a market share of 46% (as at September 2010). We plan to leverage Sabra as a platform for continued expansion in North America.
Sabra’s sales in the first nine months of 2010 totaled NIS 428 million.

New partnership: We are currently constructing a new joint venture with PepsiCo to establish a new international company that will produce and market fresh dips and spreads in major global markets. Read more:

Max Brenner – Bringing A Unique Chocolate Culture to the US
Max Brenner represents a unique marketing concept in the world of chocolate. Our 37 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, 24 in Australia, 4 in USA, 1 in the Philippines and 2 branch in Singapore, we see this unique brand as having enormous business potential. Max Brenner’s sales in the first nine months of 2010 totaled NIS 78 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