Elite Expands Portfolio: New Flavors for Beloved Snacks and Sweets
Elite has introduced a limited-edition 'Ta'amei X' chocolate bar featuring peanut butter, pretzels, and popping candy, alongside a new watermelon-flavored 'MUST Crunch' sugar-free chewing gum.
Elite, part of the Strauss Group, is expanding its range of sweets and snacks with two new launches: a limited-edition chocolate bar in the 'Ta'amei X' series and a new flavor in the 'MUST Crunch' chewing gum series.
The first innovation is 'Ta'amei X' Peanut Butter, a milk chocolate bar filled with peanut butter-flavored cream, pretzel pieces, and popping candy. This limited edition was developed in collaboration with teenagers to ensure it meets their specific preferences. The product joins two existing flavors in the series: 'Ta'amei X' with pretzels, vanilla-flavored cookies, and nut cream, as well as 'Ta'amei X' with ice cream cone pieces, cocoa cookies, cornflakes, and iced coffee-flavored cream.
Maya Schneider, Marketing Director of the Confectionery Division at Strauss, stated:
"When the teenagers developed the product together with the Elite development team, it was clear to everyone that this was not just another chocolate bar – the teenagers asked for a bar where 'something happens'. 'Ta'amei X' Peanut Butter creates a new bite experience of chocolate, cream, pretzels, and lots of popping candy – a rich, surprising bite, full of flavors and textures."
The 43-gram bar holds Westheim (Union of Rabbis) kosher certification. It contains allergens including peanuts, milk, soy, eggs, wheat gluten, hazelnuts, and pecans, and may contain traces of sesame, almonds, and other types of gluten.
Simultaneously, Elite is launching a new flavor in the 'MUST Crunch' series: sugar-free chewing gum with a watermelon flavor. The product maintains the unique crunchy shell and texture that characterize the series. The 58-gram pack is vegan, gluten-free, and contains no added sugar.
According to Schneider:
"Watermelon is one of the flavors most identified with summer, so it was natural for us to add it to the 'MUST Crunch' series. It joins strawberry and peach and expands the variety of fruity flavors in the series, while maintaining the unique and crunchy chewing experience that characterizes it."
The new product is kosher parve, under the supervision of the BADATZ Union of Rabbis and with the approval of the Chief Rabbinate of Israel. According to the company, it does not contain allergens.
