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.

Areas of Activity

Chocolate & Confectionery In The News

All News
Strauss Group is selling Max Brenner to the chain’s Israeli franchisees
24/05/2017

Strauss Group is selling Max Brenner to the chain’s Israeli franchisees

The transaction includes sale of the ownership of the brand, the 3 restaurants in the US and the international franchise agreements   Strauss Group today announced the sale of the Max Brenner business, owner of the international chain of restaurants and “chocolate bars”, to the chain’s Israeli franchisees – Yaniv Shtanger and Dudu Vaknin. The agreement includes the sale of the Max Brenner business, including the brand, the chain’s restaurants in the US, the international franchise agreements and lease of the factory for a total amount of 5 Million USD. The factory in Beit Shemesh will remain the property of Strauss and will be leased by the buyer for five years with an extension option. The factory employees will continue working in their present jobs at the factory under the new ownership. Strauss Group acquired the Max Brenner chain in 2001, six years after it was established by Oded Brenner and Max Fichtman as a manufacturer of premium chocolate marketed to points of sale. Since the acquisition Strauss Group stabilized the company, turning it into a chain of restaurants and chocolate bars that are one of a kind in Israel and worldwide. Over the years the chain expanded internationally and currently includes around 60 locations in six countries (Israel, Australia, Japan, the US, Russia and South Korea). Strauss Group recently decided to sell the chain as part of its strategy to focus on the group’s core business. The Group chose to sell the chain to its Israeli franchisees, both of whom are former Strauss employees, in the belief that its sale to leading professionals in the restaurant trade who are closely acquainted with the chain will be beneficial to Max Brenner’s continuing global expansion and growth, as well as to fully capitalizing on its potential.   About Max Brenner Max Brenner was established in Israel in 1995 by Oded Brenner and Max Fichtman as a manufacturer of premium chocolate marketed by the company to points of sale. Oded Brenner spent several years in the US and Europe studying to become a professional chocolatier, after which he opened his first store in Ra’anana. These were the modest and authentic beginnings in which the idea, and subsequently, the business plan, germinated: to change the way consumers perceive, touch and taste the chocolate experience by creating “a new global chocolate culture”. Elite acquired Max Brenner in 2001, thus connecting Max Brenner’s entrepreneurial spirit and creativity with know-how, manufacturing and operational capabilities and professional management. From that point on, Max Brenner expanded its operations by leveraging its status as a business unit within Strauss, which took its brand global. In 2003 Max Brenner opened chocolate bars in Israel and expanded the combined food and chocolate concept into the US in 2006. In 2012 Max Brenner merged its global operations in New York, adding senior executives who would support this expansion, including Giora Bar Dea, who managed Strauss’s entire operation in North America, and subsequently Mike Avner, Strauss Group General Counsel who serves as Max Brenner Chairman. Management focused on the chain’s development into additional countries, and in time, Max Brenner became one of the most prevalent chocolate bar chains in the world. In the past two years Max Brenner made the transition from operating loss to profit. Max Brenner operates chocolate bars and restaurants, some wholly-owned by Strauss and others under a franchise. Each location features a small retail store on the premises, which offers the brand’s chocolate products in its internationally familiar creative packaging. The chocolate products sold in the stores are uniform, and all are manufactured in the company’s factory in Beit Shemesh, which employs around eighty people. Today the brand has around 60 chocolate bars in central locations in six countries. All locations are uniformly designed and offer a unique chocolate menu, including beverages served in Hug Mugs, chocolate pizza, chocolate fondue and much more. The chain has become a favorite among leading celebrities in and outside the US and enjoys broad media coverage in all countries. Its menu has received special kudos such as “One of the Best Milkshakes in the US”, special awards for the chocolate pizza, and was even nominated for Best Food & Drink website.   For information: Osnat Golan, 052-8288111 Gil Messing, 054-2525272
MAX BRENNER OF STRAUSS GROUP – NOW IN SEOUL
27/12/2015

MAX BRENNER OF STRAUSS GROUP – NOW IN SEOUL

MAX BRENNER EXPANDS INTO SOUTH KOREA THE CHAIN NOW OPERATES OVER 60 CHOCOLATE BARS ACROSS THE GLOBE The international restaurant and "Chocolate Bar" chain, Max Brenner, owned by Strauss Group, inaugurated its first branch in Seoul, South Korea, on Christmas Eve last week.   In the past year the chain also opened Chocolate Bars in Japan, Russia and the U.S., raising the number of Max Brenner outlets around the world to 63. Most Max Brenner Chocolate Bars, including the new store in South Korea, are operated under a franchise (41 in Australia, 8 in Israel, 5 in the U.S., 2 in Singapore, 4 in Japan and 2 in Russia). The Max Brenner chain, globally known as heaven for chocoholics, has redefined the chocolate consumption culture, chocolate dishes and chocolate beverages. The new store will be serving the chain's flagship offerings, which are featured in all of its branches worldwide. The new store preserves the chain's unique design, which is maintained in all Max Brenner branches in Israel and internationally. Like all other Max Brenner restaurants, the new branch in Seoul will also sell Max Brenner products, manufactured in the company's main production site in Bet Shemesh, Israel, and exported all over the world.   Mike Avner, Max Brenner chairman and member of Strauss Group management, said: "Max Brenner continues to break through borders and penetrate new markets. We are proud of the fact that the brand, which is so familiar here in Israel, is being so warmly received in so many countries and by different consumers, and that from a small factory in Bet Shemesh our products are reaching so many destinations around the globe".   For more information, contact: Osnat Golan, VP Communications and Digital, Strauss Group Spokesperson – 052-8288111 Gil Messing, External Communications and Governance Relationship Director – 054-2525272
 Five Strauss Brands Voted By Consumers As  "Product of the Year 2015" Award Winners
16/03/2015

Five Strauss Brands Voted By Consumers As "Product of the Year 2015" Award Winners

Two days before general elections in Israel, consumers' choices of the most innovative products and services in 2015 were announced yesterday, March 15, in Tel Aviv. The title "Innovative Company of the Year" is shared this year by Strauss, Unilever and The Central Company, with five wins each.These are the winning products of Strauss, by categories: Refrigerated Salads – "Market Flavors" pulses salads, Chewing Gum - MUST 45 Minutes, Olive Oil - Yad Mordechai Olive Oil in a designer bottle, Coffee – Elite Balance Coffee, and Yogurt Drinks - Danone Extra Fruit family-size bottle.550 people attended the annual ceremony at the Tel Aviv Museum of Art: chief executive officers, vice presidents of marketing and marketing managers of major manufacturers in Israel with CEOs of leading retailers, journalists, academics and top executives in the Israeli economy. Product of the Year Awards are granted in 30 countries worldwide, and last night, at a celebratory 10th anniversary ceremony, the 2015 Products of the Year in Israel were announced. These products and services won innovation awards, as voted by the Israeli audience in the most comprehensive consumer survey of its kind conducted by the research institute Kantar Media using TNS MySeker (with more than 2,000 consumers participating) in an identical manner to the survey conducted in the world.In this 10th anniversary of the Product of the Year awards, a record-breaking number of wins was achieved in the Israeli competition with 60 awards granted to innovative products and services marketed in the country, from dairy products through to toiletries and household goods, to applications, services, and consumer electronics.
Max Brenner named best food & drink website in the 18th annual Webby awards
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.
New Max Brenner branch now open in Paramus, New Jersey
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