In-store analytics: US company Form acquires Israeli unicorn Trax

An article by Sophie Baqué

Publication

6 February 2026 à 18h23

Updated on 9 February 2026 à 15h03

Reading time

1 minute

Publication: 6 February 2026 à 18h23, Updated on 9 February 2026 à 15h03

Reading time: 1 minute

An article by Sophie Baqué

Publication

6 February 2026 à 18h23

Updated on 9 February 2026 à 15h03

Reading time

1 minute

Publication: 6 February 2026 à 18h23, Updated on 9 February 2026 à 15h03

Reading time: 1 minute

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On February 5, 2026, Israeli start-up Trax, founded in 2010 by Joel Bar-El and Dror Feldheim, announced a merger with Form to develop shelf analytics through AI. With a cumulative total of 11 fundraising rounds amounting to US$1.063 billion from investors including SoftBank and BlackRock, Trax develops an image-recognition solution based on computer vision. FMCG giants such as Unilever, Mars Pet Care, Heineken and Sanofi are part of a clients portfolio. It provides shelf-level insights enabling

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Featured image of the article Sophie Baqué

Sophie Baqué

Featured image of the article Sophie Baqué

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