NBA Star Deni Avdija Expands TURBO Protein Brand with New Ice Cream Line

NBA star Deni Avdija is expanding his business footprint beyond the basketball court. His protein supplement and snack brand, TURBO—developed in partnership with the Rayto company—announced the nationwide launch of a new high-protein ice cream flavor: strawberry and cream.

Product Development and Nutritional Profile

The development process for the new product took nearly a year, focusing on replicating the rich texture and flavor of classic cream ice cream while maintaining high nutritional values. According to company data, the ice cream features a clean taste profile without the bitter aftertastes typical of many protein-enriched products.

Each 250 ml (150 gram) container contains 18 grams of protein and only 240 calories. The product is free from red nutritional warning labels regarding sugar or saturated fat, and holds a Badatz Beit Yosef kosher certification.

Digital Distribution and Retail Expansion

Alongside the launch of the new flavor, Avdija is rolling out a dedicated digital distribution strategy, opening an official TURBO brand store on the Wolt delivery platform.

The dedicated online store will serve as the initial and exclusive point of sale for the new strawberry and cream flavor. A single unit will cost 24.90 shekels, with a special three-pack introductory bundle priced at 69.90 shekels.

Following the digital rollout, the product is expected to expand into major retail chains and convenience stores across the country, including Wolt Market, AM:PM, Yellow, Dor Alon, Super Yuda, Delek, and specialized fitness shops.

Success on and off the Court

Drafted ninth overall in the 2020 NBA Draft by the Washington Wizards, Avdija was traded to the Portland Trail Blazers in the summer of 2024, where he has cemented his status as a leading player in the league following a stellar season.

Alongside his flourishing athletic career and a massive multi-year contract, the Israeli forward continues to develop his commercial ventures. The TURBO brand aims to capitalize on the growing consumer demand for premium, protein-enriched lifestyle products tailored for athletes and health-conscious individuals.