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West Bloomfield • On the Boardwalk • Orchard
Lake Rd
•
Just South of Maple • 626-3362

Mon.-Weds. & Sat. 10-7; Thurs. &Fri.,10-9; Sunk 114

. '

C

hew on this: The best-sell-
ing food item in Israel (be-
sides the eternal
undisputed champ, Coke)
is not pita bread, chopped liver or
gefilte fish but American-made
sugarless gum.
Since its arrival in 1991,
Wrigley's Orbit has been running
circles around its competitors.
Orbit has captured 90 percent
of the sugar-fine gum market and
60 percent of the general $40 mil-
lion gum market, according to
Yediot Aharonot.
What propelled Orbit to such
highs was what many Israelis
consider to be a brilliant $2.5 mil-
lion television and direct mar-
keting advertising campaign that
has made chewing Orbit seem
like a healthful activity, Yediot
Aharonot reports.
This provided Israelis with a
great excuse to engage in one of
their favorite activities — chew-
ing gum. They chew 700 million
sticks (28 packs a person) a year
— Yediot Aharonot reports.
Israelis who chew Orbit are
convinced that they are doing
something good for their teeth by
lowering the PH level in their
mouths, according to Yediot
Aharonot.
The fact that every gum, not
just Orbit, can help lower the PH
level is irrelevant, according to
Yehiot Aharonot. What is impor-
tant is the image. And chances
are that Orbit will give its new
local competition, Elite's Must,
something to chew on.

Shoppers Of The
Middle East Unite

Jordanians, who are visiting
Israel in droves (more than
10,000 a month), are spending
lots of dinars in shopping malls
in Jerusalem.and Tel Aviv.
"It's unbelievable," an Israeli
toy merchant told Yediot
Aharonot. "They are cleaning out
whole shelves, buying Barbie
dolls, remote control toy cars,
kites, Logo, everything."
During his five visits to Israel
in the past three months, 32-
year-old Abur Rahuf has held
business meetings, got engaged
(in a 5-star hotel in Eilat) and
bought compact discs, movies,
clothes and ties, he told Yediot
Aharonot.
Mr. Rahuf, a graduate of the
business school at Oxford Uni-
versity, told Yediot Aharonot that
he likes shopping in Israel be-
cause he likes the shopping at-
mosphere.
"In the beginning, I hesitated
to tell people in the streets or in
the stores that I'm from Jordan

— you could say that I was even
afraid," he told Yediot Aharonot.
"But the moment people saw
from my credit card that I'm from
Jordan, they welcomed me with
open arms. In general, I have
found people here to be very
friendly."

An Officer And A L

Women have been serving in
the Israel Defense Forces since
David Ben-Gurion formed it in
1948. But while they have been
engaging in such vital activities
as training and caring for male
soldiers, they have stayed away
from the battlefields.
Of course, there are always ex-
ceptions. Recently, a 25-year-old
blonde, described by Yediot
Aharonot as a bombshell, finished
an unspecified, but impressive,
tenure in an elite IDF comman-
do unit.
The female officer, whom
Yediot Aharonot did not name,

Women have been in
the defense forces
since 1948.

participated in the unit's secret
operations in the West Bank and
Gaza Strip.
She married another member
of the unit and contir.,les to serve
in the IDF's border patrol divi-
sion as a trainer, Yediot Aharonot
reports.
She will show them that
women can do everything men
can do.

Heavy On Humor

Despite gloom and doom fore-
casts before the season, Israel's
most popular television show,
"Comedy Store," is doing well.
The critics, who have never
liked the Tuesday night show on
Channel 2, predicted that it
would have a lower rating in its
third season because of the de-
parture of two of its five cast
members, including the star.
But "Comedy Store," a "Satur-
day Night Live" spoof, is doing
well without Tzvika Hadar —
who left to host the Friday night
talk show — and Eiti Segev —
who left to host a children show.
"We have created a special
kind of entertainment by making
silliness the consent us," Yohav
Tzfir, the show's director, told
Yediot Aharonot. "That did not
exist before. And in the state of
Israel, which is so heavy politi-
cally, and lArhich takes itself so se-
riously, a program like this is an
achievement." Li

