The Israeli snack and sweets scene has seen no shortage of trends, especially in recent years, fueled by social media and sensory overload. Some are imports, like Dubai chocolate; others are local inventions, like pistachio-flavored Krembo. Some come and go, others stick around. But borrowing a slogan that's been woven into Israeli identity for decades, there's never been anything like, and there never will be anything like... Bamba.
The flavor revolution that saved a factory
It's hard to explain the secret behind the yellow snack's magic, but there's no arguing that Bamba has become an Israeli staple, arguably even more iconic than falafel, for 61 years and counting.
Not many people know that Bamba's story started as a flop. In 1964, food manufacturer Osem launched a cheese-flavored corn snack that failed to win over Israeli palates. Just before the plant was due to shut down, a critical decision was made: coat the snack in peanut butter. That pivot didn't just save the company—it reshaped Israel's culinary history and birthed one of the country's most cherished cultural symbols.
"Some babies start solids with Bamba," says Nahum Zeiman, head of Osem's snacks and baked goods division. He believes this early exposure is one reason peanut allergies are relatively rare in Israel compared to other countries.
But Bamba isn't just for babies. In fact, it may be the only snack that transcends generations, accompanying Israelis from infancy through childhood, army service, and into parenthood—when many find themselves sneakily finishing off their kids' snack stash.
A cultural icon: Bamba baby
In the early 1990s, another iconic symbol was born: the Bamba Baby. The character was created by animator Gil Alkabetz, in collaboration with Anima Studios and the Arieli advertising agency. The famous slogan "Ema, Abba, Bamba" (Mommy, daddy, Bamba) was inspired by the first words spoken by the son of ad executive Ofer Golan, who uttered "Abba, Bamba." And of course, no one can forget the jingle that cemented its place in national consciousness: "Ein ein ein kama Bamba" (There's nothing, nothing, nothing like Bamba).
The numbers speak for themselves. Bamba is the best-selling snack in Israel. Production at the Kiryat Gat factory runs five days a week, 24 hours a day, with about 1 million bags of Bamba produced daily. The snack has even gone global, sold in major retail chains across the US.
Osem hasn't rested on its laurels. Over the years, the brand has launched many special editions and new flavors, some limited-time, others permanent fixtures. A standout success was Bamba Nougat, introduced in honor of Israel's 60th Independence Day, which remains in production today.
