Imagine turning unimaginable loss into a sweet tribute that not only honors a life cut short but also revolutionizes a beloved treat. That’s exactly what Michael Osadon has done, years after losing his friend Or Eshkar in the devastating Dizengoff terror attack in Tel Aviv, March 2023. But here’s where it gets inspiring: Osadon, an entrepreneur with a heart as big as his vision, channeled his grief into creating RAITO, a new company named after the Japanese word for 'light,' in honor of Or, whose name also means light in Hebrew. Their last trip together to Japan became the spark for this poignant venture.
But here’s where it gets controversial: Can a product born from tragedy truly bring joy? Osadon believes so. 'Entrepreneurship was always part of my life, but after the attack, everything took on a deeper purpose,' he shared. 'Or is still a partner in this journey, even if he’s not here physically.' And now, RAITO is launching its first product—a high-protein ice cream called 'Turbo,' in collaboration with Israeli NBA star Deni Avdija. The name? A nod to Avdija’s nickname from his time with the Washington Wizards.
And this is the part most people miss: Ice cream is often seen as a guilty pleasure, but RAITO’s Turbo flips the script. With flavors like Madagascar Vanilla, Maya Mango, and Chocolate Hazelnut, each pint packs 17 grams of protein and zero red warning labels for high fat or sugar. 'We wanted people to enjoy a full pint without guilt,' Osadon explained. And with plans to boost protein content in future versions, it’s a game-changer for anyone aiming for 120 grams of protein daily—not just athletes.
Launched this week, Turbo is already a hit. 'Deni posted about it at 12:50 a.m., and by 7 a.m., demand skyrocketed,' Osadon said. Available on Wolt, Carmella, Noya Sadeh, Super Yehuda, and select stores nationwide, the ice cream is more than a dessert—it’s a symbol of resilience and hope. 'Deni brings so much pride to Israel, and collaborating with him outside of basketball is an honor,' Osadon added. Their partnership isn’t just business; it’s a shared vision of achievement, sport, and lifestyle. And yes, Deni’s freezer is now stocked with Turbo pints.
Here’s the thought-provoking question: Can a product truly honor a life lost while also transforming an industry? RAITO’s Turbo seems to be doing just that. But what do you think? Is this a meaningful tribute, or just another product launch? Share your thoughts in the comments—let’s keep the conversation going.
