Eshbal launches local production of its gluten-free pita in North America
The launch has already demonstrated remarkable commercial momentum, with the Company announcing that the entire first shipment from the new regional facility sold out immediately upon release.
NORTH AMERICA – Eshbal, a food-tech company focused on gluten-free and better-for-you products, has successfully completed its first North American production run of its signature gluten-free Pita Bread.
The production, completed in February in partnership with Queen Street Bakery, marks an important operational milestone as the Company establishes local manufacturing capabilities to support the initial stages of its commercial activity in North America.
Working closely together, the Queen Street Bakery and Eshbal teams successfully reproduced the distinctive taste of Eshbal’s gluten-free pita, including its flexibility, texture, and quality.
The commercial response to the debut batch has been swift. Most of the initial production batch has already been sold to a foodservice customer in Northern California, a restaurant group operating several locations across the region.
This initial order represents the first delivery of Eshbal’s gluten-free Pita Bread, produced locally in North America, and provides an early indication of interest in a premium product, while also highlighting the Company’s intention to serve multiple sales channels across North America, including foodservice, retail, and online distribution.
Looking ahead, the Company is wasting no time in scaling up. Additional production cycles are planned for the coming weeks and are expected to include a wider variety of Eshbal’s speciality products.
Management will be closely evaluating these production cycles to fit the right product with the right potential retail partners. Inventory preparation for the Company’s developing online sales channels is also underway.
Beyond its flagship pita line, Eshbal is pursuing an ambitious multi-brand growth strategy. Alongside Eshbal’s core gluten-free pita products, the Company’s expanding North American portfolio, including Barili, Dare to Be Different Foods, and Gluten Free Nation, is expected to be distributed across multiple sales channels in North America, including retail, foodservice, and online platforms.
Additionally, Eshbal has strengthened its North American team by appointing Natalie Ben-Zur as Vice President, Online & Business Operations, effective March 5, 2026.
Eshbal is moving quickly to expand its commercial and consumer footprint for its gluten-free, health-oriented food brands following its recent entry into the North American market.
To expedite growth, the Company has strengthened its leadership team to support sales activity across retail, foodservice and online channels.
In her role, Natalie will work closely with COO Avi Marcus to build and scale Eshbal’s ecommerce and operational infrastructure and position the Company for an aggressive online launch across its brands, including Barilli, Dare to be different and Gluten Free Nation.
Specifically, she will manage and develop the e-commerce platforms and all DTC channels.
Natalie Ben-Zur is an experienced operations and ecommerce executive with a track record of scaling high-growth companies and leading digital transformation initiatives across retail and consumer brands.
She previously held senior leadership roles, including at Beyond The Rack, where she managed multimillion-dollar partnerships, global teams and large-scale operational systems.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
