Teva-Off brand chickens are coming back after a six-month hiatus, in time for the Rosh Hashanah holidays, promises the company's new owner, Soglowek.
Teva-Off poultry products will be sold at 160 stores throughout Israel, including supermarket chains and private butchers. What makes the product special is that the chickens are raised without antibiotics, which are a staple at regular coops. In addition, the birds are packed less tightly into the coops. However, the chickens are not free-range or organic.
Ahead of relaunching, Soglowek invested NIS 1 million in rebranding the product. Teva-Off, the sequel, sports a new logo and a new package design.
The original Teva-Off collapsed together with the Off Haemek slaughterhouse, which owned 25% of the poultry company. In April this year, the court appointed a receiver for Off Haemek, which was ultimately acquired by Soglowek, a meat production and processing company.
Eli Soglowek, CEO of the Soglowek group, commented at the time that the Teva Off brand was synergetic with his company. Teva Off CEO Chen Raziel says Soglowek will focus on getting the birds back in the stores, and later, on developing new products.
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