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Angel Bakeries Angel Bakeries Always upholding the values it has spearheaded since its establishment in Jerusalem 87 years ago, Angel Bakeries continues to maintain its brand leadership through innovation and by offering a wide range of healthy products adapted to consumer demands. The story of the Angel family’s love of bread and baked and customer base. Within just a few years, Angel goods began at the turn of the 20th century with Shlomo Bread had become a renowned name in Jerusalem. As Angel, the seventh generation of his family to live in the production expanded and activity increased, the bakery Land of Israel. Shlomo Angel was one of most successful relocated to its current location in Jerusalem’s Givat and well-known merchants in Jerusalem at that time – a Shaul neighborhood, while increasing investments reputable importer with extensive international business and expansion outside the capital city. ties. His most popular imported products just happened In 1995, the Angel family opened a new bakery in to include bags of flour… Lod and, over the years, Angel Bakeries purchased Shlomo supplied some of this flour to two Jewish partners several more: Achdut Tel Aviv, Tuv Taam Netivot, who had opened a large bakery in Jerusalem, despite Eilat Bakery, Oranim Bakery (50%), and Lechem the period being one of great austerity and economic Chai Bakery. Following these acquisitions, most uncertainty. The partners unfortunately accumulated bakery products were brought under the Angel brand. debts and were forced to declare bankruptcy. Shlomo, Today, Angel Bakeries owns four bakeries selling bread doors, Shlomo Angel’s grandchildren are continuing in who had received no payment for his goods, decided and baked goods – in Jerusalem, Lod, Netivot and their grandfather’s footsteps, having been raised and to buy the bakery from the two partners in exchange for Kfar HaHoresh – as well as a specialist cake bakery in educated in the family business, absorbing the love of forgiving the debt. And thus he became the first baker Beit Shemesh, a chain of 28 bread and baked goods bread from infancy. Angel Bakeries always upholds the in the Angel family. stores, and a chain of in-store bakeries at Israel’s leading core values that have accompanied the business since A young, energetic family man, Shlomo Angel was new supermarkets. This year, Angel also crossed the Atlantic, its very beginnings: reliability, quality, heritage, tradition to the world of bread, but immediately threw himself into setting up a bakery in New Jersey that markets a range and innovation. These values have been passed down the challenge, dedicating his energy, money and passion of bakery products and pita breads using its “Baked from generation to generation, and are the recipe that to the success of the business, which was, for him, a and Frozen” technology to North American institutional has transformed the family from simple merchants to magical world of captivating scents. He introduced new markets and supermarket chains. the managers of the largest bakery in Israel, supplying machines to the bakery, increasing its production capacity Today, 87 years after the bakery first opened its bread and baked goods to millions of customers daily. 1927 1965 1984 1995 2009 2014 Angel Bakeries founded Angel Bakeries The cakes division is Angel Bakeries Angel launches its Angel Bakeries in Jerusalem’s Bayit introduces the first opened at the Jerusalem opens a new “Afui B’Hom” opens its U.S. bakery V’Gan neighborhood. sliced and packaged bakery, leading to the bakery in Lod. (“Baked with Warmth”) in New Jersey. bread in Israel. development of a in-store bakery chain. successful national chain. VI www.angel.co.il Angel Bakeries caters to all budgets and tastes, including bread made from whole-wheat, grains and rye, light bread, a range of pita breads and rolls, products using parbaking technology (which are marketed to supermarket bakery sections and institutional customers) and frozen baked products intended for supermarkets, the institutional market, and export. The company also exports its frozen products to supermarket and restaurant chains across Europe. The Angel Bakeries distribution system serves clients throughout Israel and includes 200 distribution lines that categories. leave every day from six distribution centers, delivering This year, Angel At the same time, fresh Angel Bakeries products to 3,500 retail customers, Bakeries launched the company is reaching institutional customers, and fast food chains. three new rolls – the out to health professionals (dietitians In 2013, Angel Bakeries’ sales turnover totaled NIS 99-calorie light roll, challah and nutritionists) to help expand their 600 million. bread rolls, and hamburger knowledge of the brand’s health products and buns. This variety allows parents to diversify their children’s nutritional benefits. Competitive Environment meals, not only in terms of the sandwich contents, but Angel Bakeries is the largest player in Israel’s bread also by changing the type of roll itself. In-Store Bakeries category. producers of bread – large and small, compete Several years ago, Angel Bakeries began operating against Angel Bakeries in every corner of the market. Responding to Health Trends the bakery sections of supermarket chains in order The brand’s breads and baked goods also experience In order to respond to the needs of health-conscious to develop additional sales channels for its products. indirect competition from supermarket bakery sections, consumers and those with specific dietary requirements, Today, the company supplies products and operates artisan bakeries, and all other bread manufacturers Angel Bakeries has significantly expanded its range of in-store bakeries located in the Rami Levy and Tachles (neighborhood bakers, large bakeries, etc.) whole-wheat breads in recent years, while reducing the supermarket chains under Angel’s “Afui B’Hom” (“Baked sodium content of many products. with Warmth”) brand. Marketing Challenges This year, Angel Bakeries launched the 99-calorie whole- Bread is one of the only sectors of the food market that wheat roll with the aim of increasing the appeal of its In the Future… requires daily distribution to every point of sale. This “light” breads. Most women, and particularly mothers, Angel Bakeries plans to continue leading the Israeli challenge, as faced by Angel Bakeries, requires the tend to eat lighter breads and miss out on the pleasure bread and baked goods market through innovation, operation of an efficient, professional manufacturing of eating rolls. Now they can enjoy light rolls that, along by launching new products that benefit consumers and supply chain that facilitates the daily delivery of fresh with a suitable spread, can provide a satisfying and and respond to market trends. At the same time, the bread and baked goods to thousands of points of sale healthy snack. company constantly strives to increase its sales volume and millions of customers. Angel Bakeries offers a wide array of products that carries and in-store bakery operations in the Israeli market while Another significant challenge in recent years is responding the Ministry of Health’s new “Efshari Bari” (“Healthy expanding into more overseas markets. to new health and dietary trends. Angel Bakeries aims Option”) label – given to products that meet the Ministry’s to develop and launch new products in the health bread recommendations for a healthier diet. The label is granted Things You Didn’t Know About category while maintaining quality and taste. to bakery goods that contain at least 80% whole-wheat Furthermore, the company appeals to a broad consumer flour, no more than 400mg sodium, and only up to 250 Angel Bakeries base and is therefore driven to innovate in its market calories per 100 grams of product. ■ Angel Bakeries produces more than 700 different baked products. ■ 500 Angel Bakeries products are sold in Israel every minute. ■ Angel Bakeries is the exclusive supplier of hamburger buns to McDonald’s Israel. ■ In 2002, the company’s ovens baked the longest challah in the world (20.7 meters). ■ Angel Bakeries operates a special bakery that manufactures a wide range of products for catering companies and the hotel industry. ■ Angel Bakeries production sites operate around the clock from Saturday evening till Friday afternoon, stopping only during the Sabbath. 198.
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