Telma cornflakes, which were a leader in the field in Israel are still unwanted in many Israeli homes following the recent salmonella scare. Nestle Osem on the other hand is not just sitting by idly, but taking advantage of the door that was opened in the breakfast cereal market and it is introducing its new ‘Gofree’ cornflakes.

While the product is not new, it will be new to Israel, which until recently was controlled by Unilever’s Telma brand. The new Osem item will sell under the Nestle label, marked “roasted cornflakes” as well as with honey. This will undoubtedly deliver another blow to Telma and its breakfast cereal line.

(YWN – Israel Desk, Jerusalem)