 In 1991, Elite decided to expand by entering the salty snack market by establishing a new factory in Sderot and specifically producing "Shush", a copy of the Bamba snack, the most popular snack in Israel made by Osem.Elite became the local licensee of Frito-Lay products, producing the best-selling brand "Tapuchips".Later, Elite started selling coffee outside of Israel, especially in Europe and South America.