JTA NEWS
20 November 2019 - 23 Heshvan 5780 - כ"ג חשון ה' אלפים תש"פ
JTA NEWS :
Bamba snack for kids to tackle peanut allergies in US E-mail

Bamba, one of Israel’s most iconic kids’ snacks, will soon be widely available in the US market. As reported by Ynet News, Israeli children owe their resistance to peanut allergies to the legendary snack. The Osem food company, which owns the product, has secured a widespread distribution deal in the US, brokered by the international food giant Nestlé.

The plan is for Bamba to be adopted by Nestlé’s baby snacks section, and a new commercial that aired recently already shows the Bamba icon – a red-headed baby – walking the streets of New York City.

Bamba was independently distributed in the US a year ago, under an agreement with the Costco and Trader Joe’s supermarket chains. Before that, the snack was sold only sporadically, mostly within the US ultra-Orthodox community.

Thanks to the deal with Nestlé, Bamba could be on its way to becoming a huge hit. In the European market, Nestlé has already taken over the marketing and distribution of another Israeli product, Tivall, a vegetarian schnitzel and burger brand. With the giant corporate on its side, Tivall quickly became the second-best-selling meat substitute in the continent.

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