Tnuva acquires rebar - a chain for the sale of healthy drinks based on yogurt

Tnuva acquires rebar - a chain for the sale of healthy drinks based on yogurt and natural juices, which was established in 2006 and operates about 80 stalls, mainly in malls and commercial complexes.
The signing of the agreement to purchase 50% of the network is expected in the coming weeks. The activity will be subordinate to the dairy division, with Tnuva's goal being to connect with a young and developing brand, in addition to the company's other products from the worlds of health.
Rebar owners were looking for a strategic partner for expansion and breakthrough abroad and entry into other categories. The scope of the deal is estimated at tens of millions of shekels and the person who accompanies it is the international consulting firm Ernest & Young.
rebar was founded by Tomer Harpaz, former CEO of Cafe Strauss and Sabra, Elden Nissenbaum, Nimrod Hadar and Itamar Hefetz, who serves as the company's CEO. Rebar owners were among the pioneers in the field, and rode on the trend of nutrition and a healthy lifestyle. The chain sells a large glass of yogurt and fruit drink for NIS 29 (medium for NIS 24) and vegan drinks based on milk substitutes. In recent years, the company has been growing at a rate of 20% per year, with the juice and smoothies market in Israel estimated at NIS 600 to 700 million per year, of which rebar occupies a 25% share.
Until now, the yogurt supplier to the chain was Gad Dairies and would import the frozen fruit on its own. In addition, it sells healthy bowls based on frozen fruits. The network is especially popular with young people and teenagers, but during the Corona period, when shipments gained momentum, the office crowd also became a significant customer. The acquisition is part of Tnuva's strategy to expand and diversify its activities beyond its traditional areas.
Tnuva has already entered categories it has not yet operated in, when it acquired the pasta maker "Pasta Rico" and the company "IN", the maker of tofu. It has also invested in the protein milk company "Re Milk" and the meat substitute company "Floristem", and entered as a partner in the online trading platform "Market Book" - which markets fresh fruits and vegetables and Tnuva products - and together it established "Tnuva Market" for sale directly to the consumer.