Unilever is one of those global giants. Loads of well known household food brands come out of its factories.

In Israel, Unilever has long established itself on the local breakfast table. Annual turnover is estimated at over US$400 million.

To illustrate its importance, anti-Israel boycott groups have tried to target the conglomerate, but without much attributable success. Now, a leaked report in today’s “Yediot” newspaper claims that Unilever will significantly increase its place in the Israeli economy.

Strauss is considered the major seller of ice-creams in Israel with about 60% of the market. It already has a partnership with Unilever. Strauss is now reported as preparing to sell its remaining 49% of its agreement to Unilever.

The value of the contract is not known. It can be assessed against Strauss’s annual turnover of ice cream at around US$150 million per annum.