THE IDEA
The Three Rules We Set For
A Perfect Ice Cream
In 2010 two friends met for ice cream. For Tsachee Zilberfarb, a senior marketing executive, the meeting brought some painful memories. His father had recently passed away, and in his last months had struggled to eat.
“He hated the special nutrition drinks he was given,” Tsachee told his friend Boaz Maor. “He just wouldn’t drink them. He told me that if he could get the same nutrition from something he liked and eat it as a meal replacement, he’d eat it all the time. What he really liked though, was ice cream.”
Boaz, a serial entrepreneur, sympathized. “Ice cream is great. But you know not everyone can eat it. Take my family, for example. When we go out for ice cream, it’s impossible. My son is allergic to dairy, my wife is always on some diet or other, I’m trying to avoid sugar. Go find an ice cream we can all eat.”
As the two talked, they dreamed of creating the perfect ice cream, an ice cream that would be delicious and available to everyone, but would also be so packed with nutrients it could supplement a meal and even act as a meal replacement.
The two didn’t just talk and they did more than dream. They got to work.
They decided to design an ice cream
that would follow three simple rules:
An Ice Cream For Every Diet
Everyone should be able to enjoy a good ice cream: dieters and diabetics, vegans and the lactose-intolerant, athletes and the elderly. Whatever the preference, whatever the restriction, whatever the diet, ice cream should be a part of that diet. Everyone deserves ice cream.
It shouldn’t matter whether someone was eating a low-fat, low-calorie ice cream, a no-sugar-added ice cream or a dairy-free ice cream, they should all deliver the same wonderful experience. There should be no compromise on flavor or texture. The ice cream should taste as great as the finest ice cream anywhere.
Ice Cream That Tastes
As Great As The Best Ice Cream
Wellness Is In The Genome
The ice cream should give health and wellness the same priority as texture and flavor. A natural, clean label formula enriched with protein, dietary fibers, essential vitamins and minerals, it should be just as good for the body as it feels on the tongue. Boaz and Tsachee wanted to design an ice cream that people would want to eat every day, and which they should eat every day.