You will have to believe us when we say that this is not an easy task, not easy at all. To try out all the new products hitting the Israeli market (and sometimes beyond), to taste before everyone else, shipments after shipments, paper bags piling up in the office (and at home), an incessant feeling of abundance.

Seriously, it's harder than it looks, and no one pays you for the gym, or compensates you for the rapidly developing FOMO feeling in your soul.

However, the "Fresh on the Shelf" section, with its loyal tasters, inquisitive minds, and consumers, sets out again, determined and focused on the task. And this time - something for the picky, something for the meticulous, and something for the extravagant. Yes, we are very eclectic.

Bon appétit!

Nestle Ice Creams:

(credit: NESTLE)
(credit: NESTLE)
Nestle's ice cream line prepares for the upcoming hot and lengthy season, expanding its array of cold indulgences. Among the innovations are Crunch Alfajores, Snow Cones 99 Calories in chocolate and hazelnut, a special edition of Extreme Soufflé Chocolate and Hazelnut, and Milka Vanilla Snow Cone with cookie spread, cookie bits, and milk chocolate coating. In two words: scorching summer.

Ferrero Rocher Chocolate Tablets:

(credit: Ferrero Rocher)
(credit: Ferrero Rocher)
The iconic sweets brand introduces chocolate tablets. Weighing 90 grams, each package offers three classic flavors - milk chocolate and hazelnuts, dark chocolate and hazelnuts, and white chocolate and hazelnuts. The taste aligns with the classic and passion, delivering successful texture plays and distinct layers. In three words: a warm welcome.

Yashar'la, Of Tov:

(credit: OF TOV)
(credit: OF TOV)
Israeli company Feed Better expands its frozen aisles, launching "Israel'ah," a new series of (almost) ready-to-eat food, cutting through the cooking process. Offering chicken patties and nuggets suitable for pan frying, the lineup aims for quality and taste to meet expectations and elevate standards. In three words: straight, the straightest.

Babybites Cereals:

(credit: BABY BIS)
(credit: BABY BIS)
The renowned baby food brand by Danone introduces a new range of baked cereal snacks. Shaped as stars, ideal for infants from nine months old, these snacks come in three flavors - oats, carrot and beetroot, and carrot-tomato. Made without preservatives or food coloring, the texture melts in the mouth, earning praise from young taste-testers. In two words: a good start.

Pepsi Zero:

(credit: pepsi)
(credit: pepsi)
Replacing three decades of Max, Pepsi introduces a new language with Pepsi Zero, under the tagline "Maximum Taste, Zero Sugar." Sporting a new logo after 14 years, it boasts bold combinations and connections to pop culture, sports, and food. In six words: zero is not just a number.

Jelliat, Jelly Queen:

(credit: jelly queen)
(credit: jelly queen)
The flagship product of Liatt Cut expands its offerings with new flavors. The seven fresh additions include nugget, honey, cappuccino, vanilla, and pistachio, sold in 150-gram packages. These gelatin-based coffee additives, made from 90% protein from Amnon fish, promise satisfaction throughout the day. In four words: coffee, a bit differently.