The world of functional beverages continues to gain momentum, and at its center is matcha – a Japanese green tea powder, considered one of the most sought-after superfoods in the world.
Matcha is known for its unique combination of natural and sustained energy, concentration of antioxidants, and rich flavor, and in recent years has become the drink of choice for urban audiences, health enthusiasts, and coffee lovers looking for a smart and balanced alternative.
Now, the world of matcha is taking a leap forward in Israel as well: Shestovitz, one of the leading companies in Israel in the field of importing, marketing and distributing consumer products of international brands, announces a collaboration withPerfectTed (Perfect Ted), The fastest growing matcha brand in the UK, an international premium brand that leads the matcha category in the UK and Europe.
PerfectTed Considered one of London's leading matcha brands, with a wide presence in cafes, retail chains and lifestyle and wellness communities, the brand emphasizes raw ingredients, an accessible drinking experience and contemporary design, and has become synonymous with modern, precise and uncompromising matcha.
As part of the franchise, Shastovitz will bring PerfectTed products to Israel and gradually launch them in retail chains, selected points of sale and cafes, alongside a broad process of category building, market education and deepening the world of content around matcha - as a daily, functional and relevant drink for the Israeli audience.
As part of the launch in Israel, Shestovitz will market a variety of PerfectTed products tailored to both the retail and institutional markets. The Israeli consumer will be offered classic matcha powder in a 30-gram package, vanilla-flavored matcha powder in a 75-gram package, and a can of ready-to-drink matcha latte – an accessible, trendy, and convenient solution for daily consumption. PerfectTed products can be found in selected coffee shops across the country and in leading food chains, including Super-Pharm, Haami Himan, Tiv Taam, and more.
Galit Bar, Director of Shestovitz's Food Division: “In recent years, we have seen a sharp increase in demand for high-quality functional beverages, and matcha is at the heart of this trend. PerfectTed is a leading international brand, with a clear identity and uncompromising quality, and we believe that the connection between it and the Israeli market will allow us to develop an entire category – not as a momentary trend, but as part of a conscious, healthy and up-to-date lifestyle.”
Bar added: "Accepting the franchise for the PerfectTed brand is another strategic move for us in expanding the group's brand portfolio into the worlds of health and wellness. We believe that PerfectTed will meet the growing demand in Israel for functional products, and will achieve significant success in the local market.""
To mark the launch of Perfect Ted in Israel, Shestovitz will conduct a cross-platform campaign, in collaboration with influencers and lifestyle communities, alongside expanding its presence at leading points of sale.
Thanks to the brand's entry into Israel under Shestovitz, the local matcha category is expected to take a step up - from a niche product to a complete content world, with a broad presence, market education and a new consumer experience. This move positions matcha as a significant and developing category in the Israeli beverage market.
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