Honey cake is getting an extravagant makeover ahead of Rosh Hashanah, with pistachio, kadaif, chocolate, espresso and peanut butter joining the traditional holiday flavors on Israeli bakery shelves.
Maafe Ne’eman unveiled the new creations as the bakery chain reported a 15.5% increase in demand for honey cakes compared with the same period last year.
The company said the findings were based on a survey conducted across 65 branches ahead of the Tishrei holidays. It did not provide further details about the survey’s methodology.
Honey cake remains one of the foods most closely associated with the Jewish New Year, when sweet foods are traditionally eaten to express hopes for a sweet year ahead.
Maafe Ne’eman said customers were increasingly returning to familiar holiday flavors during a period marked by rising food and raw-material prices. The chain is increasing the weight of its classic honey cake from 550 grams to 600 grams while reducing the price from NIS 40 to NIS 39.
Two cakes will be available for NIS 70. The change represents a reduction of approximately 10.6% in the price per gram.
The findings follow another survey released by the chain in July, which found that chocolate cake was Israelis’ favorite cake.
Pistachio, kadaif and espresso join the holiday table
The chain’s 2026 Rosh Hashanah collection, marketed under the Hebrew slogan “Opening the year, opening the table,” combines traditional honey cakes with several unconventional flavors.
The launch follows Maafe Ne’eman’s seasonal collections for Passover and Shavuot earlier this year.
The classic range includes plain honey cake and versions topped or filled with blanched almonds, almond crumble, walnuts, or cranberries and pecans. Made with honey, cinnamon, ginger and cloves, the cakes will sell for NIS 39 each.
The premium range takes the flavors further. It includes a honey, walnut and cinnamon torte topped with walnut crumble and a honey, pistachio and kadaif torte filled with pistachio cream and topped with caramelized kadaif.
A honey, chocolate and espresso kugelhopf combines chocolate pieces with espresso fondant. Each premium cake will cost NIS 50.
Maafe Ne’eman is also launching two cream-filled holiday rolls. The pistachio “Honey Queen” roll combines vanilla-pistachio Chantilly cream, white chocolate and kadaif.
A second version features vanilla pastry cream, peanut butter, milk chocolate and crushed peanuts. Each roll will cost NIS 69.
Challahs, cookies and holiday promotions
The collection also includes a sweet crown-shaped challah glazed with honey and sesame seeds, as well as a pull-apart challah decorated with almonds, walnuts or sesame seeds. Prices range from NIS 15 to NIS 20.
Traditional honey cookies rolled in powdered sugar and chocolate-chip honey cookies made with white and milk chocolate will also be available.
Packages of traditional honey cookies will cost NIS 25 each or NIS 59.90 for three.
Families buying nearly five honey cakes
According to the chain’s figures, an Israeli family purchases an average of 4.7 honey cakes during the Tishrei holiday period.
The company also reported a 16% increase in average consumption per person and said honey consumption during the holidays had reached approximately 380 grams per capita, an 8% increase.
The survey ranked classic honey cake as the most popular variety, followed by honey cake with blanched almonds and pistachio honey cake.
“Rosh Hashanah is a holiday of renewal, family and tradition,” said Mimi Ne’eman Shayek, one of the chain’s owners. “This year, we wanted to give our customers more in every respect: a new and varied collection, larger cakes and a more accessible price.”
“We increased the classic honey cake from 550 grams to 600 grams while lowering its price,” she added. “We are proud to continue baking according to the tradition that has accompanied Maafe Ne’eman for more than 80 years and to bring holiday tables flavors that connect generations.”
The bakery traces its beginnings to Jerusalem in 1944, when the late Rabbi Baruch Ne’eman sold baked goods from a baby carriage, according to the company.