There are flavors that immediately bring us back to moments of the past – blurred pictures of childhood, a small smile from the past, and the sweet smell of home. Chayal Chayelet chocolate is exactly that. An Israeli product that became a symbol, reminding us of a time when everything was simpler, more human, more close.
Now, Elite sweets by Strauss are bringing the nostalgic chocolate back to the shelves, mainly to embrace the male and female fighters of Israel who were wounded in body and soul, and to say thank you in the most Israeli way there is – with a cube of chocolate and a heartbeat.
Sweetness of the past, meaning of today
The new edition of Chayal Chayelet is part of a social initiative by the Strauss Group in cooperation with the Friends of the IDF Disabled Veterans Organization, intended to raise awareness and support the rehabilitation of the wounded. Part of the revenue from the sale of the chocolate will be donated to the association, and consumers will also be able to donate directly by scanning a QR code that appears on the package – a small gesture that leads to a big action.
The chocolate bar preserves the classic shape of Elite’s milk chocolate, with a familiar taste based on the beloved recipe we grew up on. The wrapper was redesigned, inspired by the historical packages of the 1950s, in yellow with the iconic figures of the soldier and the female soldier that symbolize the Israeli spirit.
The combination of the nostalgic appearance with the value-based message of today creates a dual experience: Both a return to the taste of childhood and a renewed sense of meaning in every bite.
Taste of childhood, heart of hope
Behind the launch stands a concept that is simple and profound at the same time – even a sweet brand can carry a strong message of connection and gratitude. Maya Schneider, Marketing Manager of the Sweets Division at Strauss, says: “Chayal Chayelet is much more than a chocolate bar – it is an Israeli symbol that brings us all back to moments of pride, compassion, and connection. Right now, with the end of the war, we are excited to launch the joint initiative with the Friends of the IDF Disabled Veterans Organization. The initiative gives us an opportunity to express true gratitude to those who gave so much for all of us, and to contribute to strengthening Israel’s social resilience.”
A campaign that tells the stories behind the heroism
The initiative is accompanied by a digital content campaign that includes a reference to the podcast “Heroes Tell” – a moving story series in which IDF wounded men and women share their personal stories, from injury to returning to life.
The project was created in cooperation with the IDF Disabled Veterans Organization, Mifal HaPais, and the local authorities in Israel, enabling the general public to be exposed up close to stories of courage, rehabilitation, and inspiration.
To listen to the episodes >> giborim.glz.co.il
Liron Sagie, Director of the Friends of the IDF Disabled Veterans Organization, adds: “The IDF and security forces’ wounded men and women are the moral backbone of Israeli society, those who paid with their bodies and souls for all of us. Even now, as we approach the end of the Iron Swords War, they continue to fight the battle after the battle – for their return to full lives in Israeli society.
Our moral duty is to support them in every way, to recognize and appreciate them. We thank Strauss for the work and partnership, and we will continue to work tirelessly to support our heroes in their journey back to their new routine, and to make sure they never feel alone.”
Sweetness that connects people
There are products that cross generations and somehow always remain relevant. Chayal Chayelet is exactly that – not only because of its taste, but because of the emotion it evokes. The current initiative succeeds in connecting between a collective memory of simple Israeliness and a contemporary story of resilience and mutual responsibility. This is an example of how a food brand can become a symbol of culture and values.
One small chocolate, one big act of thanks
In days when Israeli society is searching for new connections, this small chocolate manages to remind us what truly connects us – an open heart, good will, and a sense of togetherness. In every yellow wrapper of Chayal Chayelet hides the story of an entire country – a story of fighters, families, and people who continue to believe that wounds can be healed even with small and sweet acts.
In collaboration with Strauss