SweetLine Group Ltd.

Tel: +970 2 281 6888

Email: Info@SweetLine.com

Our Story

The Brand Builder!

1930, Our Story began when Hanna I. Freij (Senior) was involved in the family business in the import and distribution of expensive textile.

Among his brothers, he was the one with a special taste and passion for European delicatessen and fine foods; he had the urge to follow his taste buds and was so eager to share his exquisite taste with his friends and neighbors.

1934, he created the only means that helped him share his taste. By opening a corner delicatessen, few hundred meter from his house in the German Colony neighborhood in Jerusalem was the first step of his career path.

Faced by the limited variety that was available in the market to display in this corner store, Hanna decided to look for alternatives abroad.

1940, He created his own company that specialized in the import and distribution of famous European brands for the Palestinian market.

Few years later and with extensive correspondence with European companies, he  managed to collect a substantial variety of brands in his portfolio that included:





CAMPARI Aperitifs


LU Biscuits






GREEK Feta and Yellow



HEINZ (negotiated)


NESTLE (Negotiated)


►Due to the 1948 war, he has lost the distribution in the territory of what became Israel, and continued his operation in the West Bank and TransJordan.

►Again, due to the 1967 war, he has lost further the distribution to the  territory of the West Bank due to the occupation, and continued his operation as only an exclusive sub-distributor for some of the above brands.

SweetLine Today !

Currently, Sweet Line Trading Ltd. is a vital and dynamic company that was established in the late eighties; it is the third generation specializing in the import and distribution of branded impulse products in the category of confectionery, sweets, snacks and beverages. Our operations serve all the Palestinian market that include all segments of the market of E. Jerusalem West Bank and the Gaza Strip.

Currently we are proud to have exclusive rights of distribution for a bouquet of Major Global brands in Palestine with the commitment of brand distribution, market coverage, market penetration and market share domination.

Company Strategy

Our Vision is to provide a quality product that exceeds expectations of our esteemed customer!

The Mission always focuses on marketing activities and positioning the products in the best possible way that serves the benefit of the brand!

Our Goal is to maintain our leading role as one of the leading FMCG distribution company in  the country!

Our Theme

every product has a message behind it, our specialty is to fully deliver this message to the consumer!

Our Moto

Persistence, motivation, Follow-up!

Our Nick Name

The Brand Builder!

Our Lovely - Premium Brands!