 In the same year, Strauss purchased Elite and grew to over 7,000 employees and a US$1 billion/year turnover, although the formal merger between the companies did not occur until 2004.In 2001, Ofra Strauss, Michael's daughter, became the CEO of the company.In the same year, it acquired the Max Brenner chain of chocolate cafés with locations across Asia, Australia and the United States.