Fields of Activity

The story of Strauss is told in a moment: everywhere people encounter us, when that wonderful taste takes them by surprise, when the body is filled with energy, when that indulgence is there at exactly the right time. In everything we do, we always look for that refreshing innovation, and our search inspires the creation of new experiences. Health becomes more exciting, and fun becomes a special pleasure. The Strauss brand fuses these experiences into a single, common, extraordinary experience that brings different people from all over the world closer, and then, the greatest wonder of all is created.

Let's take a close look at our diverse areas of activity and the brands through which we improve people's lives everywhere.
The story of Strauss is told in a moment: everywhere people encounter us, when that wonderful taste takes them by surprise, when the body is filled with energy, when that indulgence is there at exactly the right time. In everything we do, we always look for that refreshing innovation, and our search inspires the creation of new experiences. Health becomes more exciting, and fun becomes a special pleasure. The Strauss brand fuses these experiences into a single, common, extraordinary experience that brings different people from all over the world closer, and then, the greatest wonder of all is created.

Let's take a close look at our diverse areas of activity and the brands through which we improve people's lives everywhere.
Chocolate & Confectionery
Everyone deserves a treat, and it's always nice to give one. We all know that moment when you need a break, a few seconds when you can indulge in a bite of something sweet and slowly savor the tastes that bring joy to the soul.

Every one of those moments is a complete sensory experience: the colors, the rustling of the wrapping, and the intoxicating fragrance. It can happen while you're at work, in the middle of a meeting with friends, when you're strolling down the street, or at home with the family – that moment when you crave a little something that will uplift your spirit and recharge your batteries.

Strauss's Chocolate & Confectionery products have sweetened many wonderful moments for children and adults alike, in Israel and elsewhere, for decades, and combine nostalgia with innovation: the first, through the Elite brand, a national treasure that brought us Parra chocolate, Mekupelet and other classics; and the second – through brands like Max Brenner with its unique Chocolate Bar concept, creating a novel global sensory experience.

Chocolate & Confectionery In The News All News
29/04/2014

Max Brenner named best food & drink website in the 18th annual Webby awards

Max Brenner Website Tops the Shortlist for International Awards Honoring Best of Web   Max Brenner has been named the Best Food & Drink website in the 18th Annual Webby Awards, winning both the Webby Award (selected by the International Academy of Digital Arts and Sciences, or IADAS) as well as the People’s Voice Award (nominated by IADAS and selected by popular vote).  This year, the awards received nearly 12,000 entries from all 50 states and over 60 countries worldwide, and over 1.5 million votes were cast for the People’s Voice Awards.    Hailed as the "Internet's highest honor" by The New York Times, The Webby Awards is the leading international award honoring excellence on the Internet.  The IADAS, which nominates and selects The Webby Awards Winners, is comprised of web industry experts, including media mogul Arianna Huffington, Founder of Tumblr David Karp, Internet co-creator Vint Cerf,  and mobile-phone inventor Martin Cooper.   The company launched its latest website in January 2014 and is in the process of unveiling multiple regional versions to serve its global customer base.  The new design extends the Chocolate Bar experience online through photography and artwork that showcases Max Brenner’s delectable recipes. Updated navigation is designed to take users through the “story” of the brand.    “This is a great honor for Max Brenner, and is a nod to the importance we place on branding and digital marketing,” said Sam Borgese, CEO of Max Brenner International.  The company’s Director of Marketing, Stacey Paul, explained that “the website achieves our goal of combining a fluid user experience with Max Brenner’s unique aesthetic.”   Max Brenner will be honored at a star-studded ceremony on Monday, May 19, 2014 at Cipriani Wall Street in New York City.  Beginning on Tuesday, May 20, 2014, fans can watch the show in On Demand at Webbyawards.com.  A full list of both The Webby Awards and People's Voice Winners can be found at webbyawards.com/winners.
16/04/2014

New Max Brenner branch now open in Paramus, New Jersey

Max Brenner is proud to announce the newest opening of its international Chocolate Bar at Westfield Garden State Plaza in Paramus, New Jersey. The location is part of a new premium wing at the shopping center that features premier fashion and lifestyle brands and is adjacent to one of the largest multi-screen movie theaters in the New York City metro area. The recent opening in Paramus is part of the company’s global expansion plan, which in recent months has included new Chocolate Bars in Japan, Russia and Bethesda, MD.  With more than 23 million shoppers per year, Garden State Plaza is an ideal next step for Max Brenner and builds upon the loyal fan base that already visits the brand’s New York City location.   Max Brenner pushes the boundaries of how chocolate is enjoyed and makes it a full sensory experience.  The Paramus location features classic Max Brenner design elements including chocolate pipes and spinners, distinctive graphics and a rich color palate. Its signature menu items include creamy hot chocolate served in the company’s famous Hug Mug; icy milkshakes in a host of flavors; Chocolate Chunks Pizza with marshmallows and melted chocolate chunks; and other dessert favorites. “We are excited to bring our unique chocolate culture to Westfield Garden State Plaza,” said Sam Borgese, CEO of Max Brenner International. “Many of the shoppers and families in the Paramus area visit our New York City location several times a year and we look forward to serving them closer to home.”   The Max Brenner Chocolate Bar uses a fast-casual approach that allows customers to order at a counter and then enjoy table service in a comfortable area that seats up to 100 guests. The 2,800-square foot space also includes a retail shop stocked full with gift sets, Max’s signature bonbons, other treats to satisfy any chocolate craving.   Max Brenner celebrated the Paramus opening with sampling, “chocolate” footprints leading shoppers to the Chocolate Bar, outdoor digital projections, and an appearance by MTV personality Lisa Ramos. Max Brenner will be open seven days a week; hours vary by day.  For more information, please visit maxbrenner.com.   Max Brenner Chocolate Bar One Garden State Plaza Paramus, NJ 07652 201.845.5500
25/03/2014

Max Brenner is Coming to Russia

Having Established 50 Locations of the Chocolate Bar Chain Around the World, the Chocolate Culture of Max Brenner is Now Targeting Russia.   The franchise agreement with Moscow includes the opening of 20 locations within the next five years. Max Brenner yesterday inaugurated its first chocolate bar in one of the world's largest chocolate consumer-countries: Russia. The branch opened in Tsvetnoy Bulvar, the cultural center of the capital Moscow (in walking distance from Red Square and the Bolshoi Theatre).In Moscow, as in all non-US locations, the chocolate bar is operated by a local franchisee. Shokoladnksta Group, one of Russia's largest coffee shop operators, has been named as the franchiser of the chain in the country. Under the Franchising Agreement, the group undertook to open 20 more chocolate bars in the next five years. Russia is regarded as one of the world's largest chocolate consumers, with nearly 10% of the global chocolate consumption. In the past months, the Max Brenner chain opened chocolate bars in Japan, the U.S. and Australia, and in recent years the chain has grown to 53 branches worldwide, most of which operated under the franchising model (Australia-35, Israel-6, the U.S.-5, Singapore-3, Japan-2, Philippines-1 Russia-1), making it the largest Chocolate Bar chain in the world The new location in Moscow, which has the same design of MB branches around the world, will offer the unique MB menu of chocolate products, including chocolate hug-mugs, chocolate pizza and chocolate fondue. The Moscow branch will also house a special store that sells the chain's products manufactured in the company's factory in Israel and exported worldwide. Mike Avner, Chairman of Max Brenner and General Counsel of Strauss Group, said on the occasion of the branch opening in Russia: "Max Brenner's growing outreach in the world enables us to bring its unique products to new peoples and cultures that fall in love with the concept developed and evolved here in Israel. We are pleased that more people in the world join the new chocolate culture delivered by the chain, and are confident that our collaborations with local partners in various countries will prove to be successful, enabling us to continue to expand into additional countries in the future." For further information: Osnat Golan, V.P. Communications & Digital and Spokesperson of Strauss Group -  972-52-8288111 Gil Messing, Director External Communications & Government Relations - 972-54-2525272
03/12/2013

The Chocolate Culture of Max Brenner Arrives in Tokyo

With the launch of chocolate bars in Japan, the Max Brenner chain will have a global reach of 50 branches worldwide, becoming the most widely-spread Israeli chain of restaurants in the world. The Max Brenner chain of restaurants and chocolate bars, which is owned by Strauss Group, today inaugurated its first location in Japan. The 2 branches in Tokyo will be opening this month join 48 Max Brenner locations around the world: 6 in Israel, 5 in the U.S., 3 in Singapore, 1 in the Philippines and 33 in Australia. Most branches operate under a franchising model, which is acquired from Strauss Group. The location launched today at the capital Tokyo (Omotesando Hills) will be joined by another branch due to open in two weeks' time at Tokyo Skytree - the tallest building in the world. The Max Brenner brand has long been a favorite destination for chocolate lovers, redefining the culture of chocolate consumption. The new locations will serve the flagship dishes currently available in MB branches worldwide, and will have the same unique design of the MB restaurants both in Israel and abroad. The chain's branches in Tokyo will sell the Max Brenner products manufactured at its main plant in Beit Shemesh, Israel. Mike Avner, Chairman of Max Brenner and General Counsel of Strauss Group said, "Max Brenner continues to spread the word of Israeli chocolate in more and more countries around the world, attaining an impressive global reach for Israeli restaurants. We take pride in the fact that products manufactured locally in Beit Shemesh  reach so many consumers in different corners of the world, and are confident that with further purpose-designed work we will bring the Max Brenner story to other countries around the globe."   For further information: Osnat Golan, VP Communications & Digital and Spokesperson of Strauss Group Osnat.Golan@Strauss-Group.com +972-52-8288111 Gil Messing, Director of External Communications and Government Relations Gil.Messing@Strauss-Group.com +972-  54-2525272