Israeli Celebrity Brands: 5 Launches and Deals in 2026

Five Israeli celebrity brands and deals are in the news this fall. Rotem Sela's Better launched colostrum supplements on October 25, the comedy trio Ma Kashur and the singer Idan Amedi are each building black coffee brands to challenge Elite, Noa Kirel signed a five-year Fashion Club deal, and Omer Adam holds a stake in the data center company Anan. Only Better has launched, and most terms are undisclosed.

Last updated: October 31, 2026

Which Israeli celebrity brands and deals are in the news?

Five celebrity-linked ventures stand out, and only one is on shelves today. The table lists each by status and the money reported in Israeli press.

Celebrity	Brand or deal	Partner	Status	Reported money
Rotem Sela	Better colostrum supplements	Super-Pharm, Chemipal Brands	Launched October 25, 2026	NIS 127.90 and NIS 164.90 per 30 capsules
Ma Kashur trio	Black coffee, brand name unpublished	Raito	Announced October 9, not launched	NIS 7 million investment
Idan Amedi	Kafe Yerushalmi black coffee	Aroma	Announced October 13, no launch date	NIS 20 million investment
Noa Kirel	Face of Fashion Club and a streetwear capsule	Fashion Club	Signed June 2026, five years	Not disclosed
Omer Adam	Anan data centers and the NEXT 2026 tour	Anan, tour producers	Ongoing	Press estimates of net worth from NIS 180 million to NIS 1.16 billion

Figures come from Israeli outlets cited in Olam's own reports on each story, and most are company claims or press estimates, not audited numbers.

What did Rotem Sela launch with Better?

Rotem Sela launched two colostrum supplements, Better Colostrum and Better Colostrum Comfort, on October 25, 2026, sold exclusively at Super-Pharm from NIS 127.90 and NIS 164.90 for 30 capsules. Sela co-founded Better with Jonathan Gal, CEO of Chemipal Brands. Maariv reported in August 2026 that the brand took about three years to build with an estimated NIS 8 million investment, and Ice.co.il reported on October 13 that two other Better supplements sold out. The health claims in the launch are the company's own and were not independently verified. Read the full story in Olam's report on Better's colostrum launch.

Who is challenging Elite in Israeli black coffee?

Two celebrity-backed brands are challenging Elite's Turkish coffee, which ynet reported holds more than 80% of Israel's black coffee market. Raito, the company behind NBA player Deni Avdija's TURBO protein brand, is investing NIS 7 million with the comedy trio Ma Kashur, whose members are partners in the brand, not paid endorsers. Aroma, the Israeli cafe chain, is investing NIS 20 million in Kafe Yerushalmi with Idan Amedi, the Fauda actor and singer who is both partner and face of the brand.

Neither coffee has a published launch date or price. Ynet described the category as a graveyard for brands, listing failed attempts by Wissotzky in 2001, Kraft's Jacobs Black in 2012 and an imported Turkish coffee around 2022. Ynet's market size figures conflict, at about NIS 500 million a year in one report and about NIS 1 billion in another. See Olam's reports on Raito's Ma Kashur coffee and Aroma's Kafe Yerushalmi, and the Strauss Coffee profile for Elite's owner.

What is Noa Kirel's Fashion Club deal?

Noa Kirel signed a five-year deal in June 2026 to be the face of the Israeli fast-fashion chain Fashion Club and to co-design a streetwear capsule collection. Financial terms were not disclosed, and Fashion Club described it as one of the largest fashion deals in Israel in recent years, a description that comes from the company. Globes reported that the chain opened its fifth branch, in Netanya, with an investment of about NIS 4 million. For context, Olam's 2026 Performer Fee Index lists Kirel at NIS 110,000 to 150,000 before VAT for a private event, which excludes ambassador contracts. More in Olam's Noa Kirel Fashion Club report.

How does Omer Adam make money beyond concerts?

Omer Adam holds a stake in the data center company Anan, which press estimates value at between NIS 1 billion and about $1.6 billion depending on the date, plus mall and startup investments. Data Center Dynamics, citing Forbes Israel, reported that Adam and the company's CEO each hold 18% of Anan. Ice.co.il estimates his NEXT 2026 tour will leave its producers NIS 20 to 23 million in net profit, an estimate that assumes full houses and a NIS 250 average ticket and has not been confirmed. His ticket prices run NIS 199 to NIS 499. Details are in Olam's Omer Adam concert prices report.

What do these five ventures have in common?

Four patterns stand out across the five.

The celebrities are partners or co-owners, not only paid faces: the Ma Kashur trio, Amedi and Sela are described as partners or co-founders, and Kirel co-designs her collection.
Each pairs a famous name with an existing sales channel: Super-Pharm for Better, Aroma's branches for Kafe Yerushalmi, Fashion Club's stores for Kirel, and Wolt delivery linked to TikTok videos for Raito.
Two of the five aim at the same incumbent, Elite, which is owned by Strauss Group.
Few numbers are public: only NIS 7 million, NIS 20 million and a NIS 8 million estimate for Better are reported, and Kirel's terms are undisclosed.

What are the open questions for each venture?

Each venture still has a question that will decide whether it counts as a business success, not only a publicity win. The answers will come from sales data none of the companies has published.

Better: whether customers reorder after the first purchase, which Bizportal described as the real test for supplements, and whether its unpublished clinical study is released.
Ma Kashur coffee: the brand name, launch date and price, none of which ynet could report, and whether a late entrant can win shelf space.
Kafe Yerushalmi: whether it stays on supermarket shelves longer than Aroma's 2014 home black coffee, which left them after a period.
Kirel and Fashion Club: the contract value and the date of the first co-designed collection, neither of which has been published.
Omer Adam: how the paper valuation of Anan translates into cash, since a private company's valuation is not income.

Frequently asked questions

Which of these celebrity brands has actually launched?

Only Rotem Sela's Better colostrum supplements, which launched October 25, 2026 at Super-Pharm. The two coffee brands have been announced without launch dates.

How much are the Israeli black coffee brands investing?

Raito reportedly invests NIS 7 million in the Ma Kashur coffee, and Aroma invests NIS 20 million in Kafe Yerushalmi with Idan Amedi.

How long is Noa Kirel's Fashion Club deal?

Five years, signed in June 2026, and it includes a co-designed streetwear capsule collection. The value was not disclosed.

Why is Omer Adam's net worth estimate so wide?

Estimates range from about NIS 180 million to NIS 1.163 billion because they value his stake in Anan at different dates. He has not confirmed any figure.