Israeli NBA star Deni Avdija is launching TURBO in Israel, a new protein brand in which he is a co-founder. The brand was developed in collaboration with Avdija, who was involved in choosing the flavors and defining the product quality.
The first series to launch in Israel is a protein ice cream line based on milk and cream, with no added sugar, containing 17 grams of protein per serving. The products do not carry red sugar or saturated fat labels and contain between 150 and 175 calories per 100 grams. The series will come in three flavors: Madagascar vanilla, chocolate hazelnut, and Maya mango. Recommended retail price: NIS 24–28. The ice creams will be sold in Tiv Taam, Carrefour, Super Yuda, Volt Market, and other chains.
The brand name TURBO comes from the nickname that accompanied Avdija in the NBA and corresponds to a style of play characterized by fast runs and high energy.
Behind the brand are also Michael Ozdon, Ofer Shaltiel, and Eli Zilberman – owners of the startup Raito, which specializes in trend identification using technology and data and bringing them to the local market. The move was carried out in collaboration with Matan Siman-Tov and Agency 1, who manage Avdija’s activities in Israel and worldwide.
"The launch of TURBO in Israel is a significant step for me. I had the privilege to take part and be involved in every detail of product development, which was done to the highest standards," said Avdija. "Throughout the process, I focused on creating a product that serves a wide audience and provides a real solution to nutritional needs, alongside a high-quality taste experience. We worked for a long time to achieve the perfect result, and I believe the products will bring a real breakthrough in Israel."
Michael Ozdon, CEO of Raito, said: "We are excited and happy to launch the TURBO brand in Israel in partnership with Deni Avdija, and this is a natural and logical move for us. Deni represents values of excellence, discipline, perseverance, and constant striving for achievement, just as we operate in developing high-quality protein-based products with excellent nutritional values through a long and meticulous process. I have no doubt that the TURBO brand will become an integral part of the daily routine of many consumers. This is the first step in a series of new product launches that will set a new standard in the Israeli protein market."