Bnei Fouzi Shamshom (2009)

Food Industry

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Company's Profile

Line of Business:	Import and marketing of food and beverage brands (owner of the BLU brand).
Address:	12 Ha’Avoda St., Kidmat Hagalil Industrial Park
Phone:	972-4-6086500
Fax:	972-4-6086520

Email:

[email protected]

Company Executives

Anan Shamshom Founder and CEO

About Bnei Fouzi Shamshom (2009)

Bnei Fouzi Shamshom is a prominent Israeli company specializing in the production, import, and distribution of consumer goods, with a core focus on the beverage industry. The company is the owner of the BLU energy drink brand, alongside a diversified portfolio that includes Saba Habib Oil, Jabalna Arak, Spark soda drink, carbonated juices, baked goods, and additional consumer products.
Founded as a family business in the city of Nazareth by the late Fouzi Shamshoum, the company has evolved over the years into a significant industrial group with nationwide operations.

Leadership & Business Growth

Following the passing of the founder, Anan Shamshoum assumed leadership of the company and led it through a period of accelerated strategic growth. Under his leadership, the business transformed from a local operation into a large-scale company with a broad commercial footprint, driven by strong market insight and execution capabilities.

Breakthrough – Reshaping the Energy Drink Market

In 2004, Anan Shamshoum identified the emerging potential of the energy drink market in Israel, which was still in its early stages of development. Through a focused and strategic move, he led the import and introduction of the XL energy drink brand into the Israeli market, offering a competitive alternative at a more accessible price point.

The market entry strategy began with targeted penetration into new segments, followed by expansion into the broader consumer market, supported by focused marketing and distribution efforts. Within a short period, the brand established a strong presence and contributed to a significant shift in the competitive landscape.

Establishment and Growth of the BLU Brand

In 2008, following the end of the company’s activity with the XL brand, Anan Shamshoum launched BLU, an independent energy drink brand developed based on deep market knowledge and consumer insight.
Within just a few months of its launch, BLU captured a meaningful market share and continued to strengthen its position over the years as one of the most recognized energy drink brands in Israel.

A Family Business Built on Values

The company operates as a multi-generational family business, grounded in core values of professionalism, quality, commitment, and service excellence. The management includes members of the Shamshoum family alongside the next generation, who continue to lead and develop the group’s activities.

Infrastructure, Production & Distribution

As part of its growth, the company established a large-scale logistics center in the Kadmat HaGalil industrial zone, spanning approximately 70 dunams, with an investment of tens of millions of shekels.
The company operates a production network that includes multiple beverage manufacturing facilities, alongside a wide distribution system supported by a fleet of trucks and advanced logistics capabilities. Its products are distributed to thousands of points of sale across Israel, including major retail chains, supermarkets, convenience stores, and independent retailers.

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Wholesale Food And Beverages

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