Every year, more than 30 million donuts are sold in Israel.
An adult Israeli consumes an average of 3-4 donuts a year, although he will deny it.
The children enjoy a celebration without remorse and consume an average of 6-8 donuts.
Although the best-selling donut is the classic one, with jam and powdered sugar, in recent years we have seen that simple food has become a fertile pad for chefs and confectioners to display their full potential and craziness.
Presenter: Lee Moore // Photo: Moshe Ben Simhon
One of the chains leading the invested donut trend is the Roldin chain.
Every year, an entire thinking team gathers around the popular food, out of a desire to bring the Israeli audience a new and exciting line.
To generate interest and anticipation, the donuts are treated online as if they were part of a clothing collection by the best designers.
A donut laden with all the goodies of Roldin, Photo: Ronen plays
The donut trend that has become crazy desserts is responsible for two main processes: We have become a people of foodies - we have learned to love good and quality food and we have become tough food critics and great experts in the field.
At the same time, the rise of social networks, most notably Instagram of course, has led us to share the small pleasures of life, centered on food.
The donuts, who have become models for all intents and purposes, are so well photographed that it is sometimes unpleasant to take a bite and ruin the look.
The purists and the hedonists
The interest around the unique donuts is sweeping the web and the media.
Each year makes its way to a spectacular display of donuts rich in flavors, colors, decorations and textures for the food magazines, eagerly awaiting a taste of the new donuts offered by bakeries and confectioneries.
They pass on their impressions to consumers, who mark for themselves which donuts they must taste.
What's wrong with simplicity ?, Photo: Eyal Margolin - Ginny
On the other hand, there is an audience that advocates the preservation of tradition, an audience that prefers the simple donuts with the red jam.
For him the trend of sophisticated donuts is sinful to culinary purity.
The tumultuous passions at the base of the struggle between the two audiences, the purists and the hedonists, led the supermarket chain AM: PM to produce an advertisement that is an amusing take on the invested advertisements of Roldan.
The advertisement exaggerated and ridiculed the superlatives attributed to the unique flavors of the invested donuts, and at the end it came out with a call to stop the sophistication and return to the good and the familiar.
The move further inflamed the fortifications between the camps and brought the donut to the status of a culinary star, a real Hanukkah miracle.
Avi Zeitan owns a strategic marketing consulting firm
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