Elite chocolate and confectionery

Elite is a historic confectionery and coffee brand that serves as a cornerstone of the Israeli food industry. Founded in 1934 by Eliyahu Fromchenko, who had previously owned a chocolate factory in Latvia, the company established its first major production facility in Ramat Gan. It quickly became famous for its 'Para' (Cow) chocolate bars and 'Pesek Zman' snack bars. Over the decades, Elite expanded into the coffee market and became a household name across several categories.

In 1997, the Strauss family acquired a controlling interest in Elite, leading to a formal merger in 2004 that created the Strauss Group. This merger unified two of Israel's largest food manufacturers. Today, the Elite brand is managed under the Strauss Israel division. While its primary manufacturing hub remains in Israel—specifically at the Nof HaGalil plant—the Strauss Group operates 22 production sites globally, including facilities in Brazil and Eastern Europe to support its massive international coffee business.