The Skinny Pasta company, which markets konjac noodles containing approximately 9 calories per serving, is expanding its distribution model. After operating mainly through online channels and marketing chains until now, the company has launched a pop–up complex on the food floor of Renanim Mall in Ra'anana. The move is intended to allow direct sales of the brand's variety of products, which include nutritional solutions without added sugar and gluten–free.
At the center of the complex, an outlet store has been established where the company's products are sold, alongside ready–made meals and cooking blends developed in recent years. The products in the store will be offered at accessible prices, and discounted savings bundles will also be sold on site. The products in the series are intended for diverse target audiences, including keto diet consumers, weight watchers, and consumers reducing sugar, carbohydrates, or gluten.
Alongside the outlet store, the Hummix hummus shop operates, based on an Israeli startup developed by the company for preparing fresh hummus within a few minutes. The menu at the location was built with the culinary accompaniment of chef Avi Levy, and includes a hummus plate with approximately 50 grams of protein, served with pickles and two pitas (gluten–free, spelt, or protein pita) at a price of NIS 20.
In addition to serving on site, one can purchase Hummix packages, raw tahini of the Humra variety, extra virgin olive oil, and self–preparation kits at the hummus shop. The complex is expected to operate in the mall until the end of June 2026.