Frozen’s the new fresh!  Israel’s market for frozen ready-to-eat is still small compared to many other countries where consumers have enjoyed a wide range of choices for decades. But the COVID crisis introduced a change in people’s perception, especially among elderly, single, and young Israelis.  Frozen meals now appeal to a much broader audience than busy parents seeking easy emergency solutions. These Delicious dishes are not a compromise, an instant way out, or a way to make us feel less guilty. 

Who says we can’t just crave for a frozen meal simply because we feel like it? Or because today we’re not in the mood for cooking? It’s a choice. It’s about the flexibility and diversity of a complete menu made accessible at a fair price.  

Strauss has launched 20 Delicious international dishes, developed by leading chefs in their countries of origin—with each meal passing rigorous taste and quality tests. 

Thai? Beetroot Dough Pizza? Spicy Malaysian Noodles? Burgul and Hummus? Ready in a snap! A whole line that’s nutritious, healthy, and of course, delicious! 

Delicious
Just ‘cause I feel like it

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