The Habait Ready-Made Cakes factory (Migdanot Habit Ltd.) was set up in 1984 by Avi Ben Haim and Zamir Harel, both third generation members in a family of bakers. They envisioned creating an industrial production line to produce cakes with the flavor of home baking as they anticipated that the food market would, as in many areas, shift towards good-quality ready-made products.

In 1993, Osem acquired 51% of the company and one and a half years later, launched its first series of Habait Ready-Made Cakes. During this period, the existing products and their packaging were also improved and the variety of products was also increased. Osem’s Habait cakes changed the ready-made cake market in Israel and its products can now be found in almost every home.

Our modern lifestyle leaves very little time for home cooking and home-made baked goods. Many food manufacturers recognized this problem and sought to provide a solution by producing food products that are tasty, nutritious, varied and easy to prepare. During the last five years, the ready-made cake market has been revolutionized which has led to a change in Israeli consumer habits. This highly competitive market which, over recent years has doubled in size requires manufacturers to be attuned to market needs, to keep up-to-date regarding trends and changes, and of course, to constantly offer new options. Statistics show that more than 40% of family homes purchased a ready-made cake some time during the last year, and many of these were Habait cakes.

If in the past, ready-made cakes were regarded as industrial and unrefined, but nowadays, thanks to Habait cakes, they have become a very popular, tasty and good quality product that can be served on a day-to-day basis or when entertaining guests. Cooperation between Osem and the Habait Cakes plant has turned this factory into the number one ready-made cake manufacturer in Israel.

The Habait Cakes factory has a number of production lines. The largest production line is dedicated to batter cakesעוגה בחושה and thousands of them are produced every hour. There are also production lines for yeast cakes and frozen cakes, and a small, flexible special items production line for Brownies, round and square cakes and any other non-standard items.

The secret behind this success story lies mainly in the high quality of the cakes, the inventive ideas, and the wide variety of options that allows every customer to find their favorite cake. The production process manages to retain the home-baked flavor and appearance of the cakes.

Research carried out by the Geocartography Institute shows that 32% of the overall population and 44% of those who expressed an opinion feel that Osem’s Habait cakes are the best and tastiest ready-made cakes in Israel. Osem regularly carries out consumer surveys because it knows the importance of feedback about its products, and it also allows the company to keep track of new market needs, trends and favorite flavors. The regular dialog with consumers and the major investment in research and development contribute to making the Habait cakes top-quality, flavorsome and extremely popular with the consumers.