Bnei Fouzi Shamshom (2009)

Bnei Fouzi Shamshom is a company specializing in the import and marketing of energy drinks (owner of the BLU brand). It owns a diverse portfolio of brands that includes Saba Habib Oil, Jabalna Arak, Spark soda drink, sparkling juices, ready-made cakes and cookies, and more.

Bnei Fouzi Shamshom began as a boutique business for beverages, alcohol, and sweets, established by the family’s grandfather Fauzi Shamshom in Nazareth. After his premature death, his son Anan took over the management of the business and began to expand and develop it commercially. Anan’s significant economic breakthrough occurred in 2004 when the energy drink market in Israel was in full swing.

Importing the XL Brand to Israel
At that time, the only energy drink marketed in Israel was Red Bull, but the company marketing the brand demanded a high price and required distributors to purchase large quantities in cash. Recognizing the high business potential, Anan sought a new energy drink that he could market in Israel at a lower price, leading to the introduction of the XL drink, which the company offered at half the price.
The company introduced the XL brand with a small campaign in the Arab sector, where energy drinks were not popular, and through it began to enter other sectors as well, investing in advertising. Within a short time, XL pushed the Red Bull brand aside and XL became a generic name for an energy drink in Israel.

The groundbreaking move was declared a success, as Anan effectively revolutionized the energy drink market, making the company, under his leadership, the largest and leading player in Israel’s energy drink market.

Introducing the BLU Brand

In 2008, the XL franchise was passed from Bnei Fouzi Shamshom to the Sides company, Anan launched a new competing brand called BLU. He managed to achieve wonders and only four months after its launch, the BLU brand held about 18% of the financial market share of energy drinks in the country. Today, BLU is considered the leading energy drink in Israel.

A Family Business Founded on Mutual Respect

Bnei Fouzi Shamshom adheres to professionalism, quality, and service.
As a family business, it was founded on great mutual respect between all the members of the Shamshom family who head the thriving business. The company’s management includes the founder and CEO Anan Shamshom, and his two sons: Samaan Shamshom, responsible for the development of factories, and Fauzi Shamshom, who is responsible for the company’s advertising and marketing channels.

Establishing a Giant Logistics Center in the Kidamat Hagalil Industrial Park

The company is constantly expanding, requiring it to open production and distribution lines in a huge logistics center spanning nearly 70 dunams in the Kidmat HaGalil industrial area.
The company invested tens of millions of shekels in the construction. Currently, the company employs about 120 workers and has a fleet of about 25 delivery trucks with which it supplies its various products to about 3,000 points of sale across the country. The company’s customers in Israel include major retail chains, supermarkets, grocery stores, kiosks, convenience stores, and more.