NBA basketball player Dei Avdija continues to expand his protein business in Israel. After the protein ice creams he launched under the Turbo" protein brand became a highly demanded product, the brand is entering a new category for the first time and launching Turbo Mix – a daily, vegan protein snack.
The new move marks the next stage in the brand's evolution, entering additional consumer worlds beyond ice cream. Turbo Mix targets a young, active audience and offers a solution for integrating protein into the daily routine – at work, during studies, or after a workout. Unlike products identified mainly with the professional sports world, the new snack aims at a broader audience and offers a plant-based alternative that is also suitable for vegans and kosher keepers.
Michael Osadon, CEO of Raito, shared the growth plans: "The new move is expected to accelerate Turbo's growth rate and expand the brand's activity in the Israeli protein market. After establishing a presence in approximately 1,500 points of sale across the country, the brand is expected to double its distribution to about 3,000 points of sale, with expected revenues of tens of millions of Shekels per year."
