Tnuva Enters Nutrition Supplement Market with Microbiome-Based Brand
Translated & summarized from Calcalist by baba
Israeli food conglomerate Tnuva has launched HOLIS, a new brand of nutrition supplements based on microbiome research, marking its entry into the pharmacy and supplement market. The initial launch features 11 products sold exclusively through Super-Pharm, with prices ranging from 60 to 190 shekels. CEO Gadi Konia addressed concerns about dairy shortages, assuring that milk production remains a priority despite the new venture. The company aims to capitalize on the growing global market for microbiome-supporting ingredients.
The story in 6 lines · by baba
- Tnuva has launched HOLIS, a new brand of nutrition supplements focused on microbiome research.
- The brand's products incorporate probiotics and specially formulated ingredients for various health needs.
- This expansion into the supplement market is part of Tnuva's strategic plan for growth and international reach.
- Initial HOLIS products will be exclusively available through the Super-Pharm retail chain.
- CEO Gadi Konia addressed concerns about dairy product shortages, reaffirming Tnuva's commitment to milk production.
- The global market for microbiome-supporting ingredients is projected for significant growth.
Israeli food giant Tnuva is expanding beyond the supermarket aisles and entering the pharmaceutical and nutrition supplement market with the launch of its new brand, HOLIS. The brand's product line is based on microbiome research, incorporating probiotics and specially formulated ingredients designed to address diverse health and nutritional needs. Tnuva plans to integrate ingredients used in its supplements into its regular food products in the future.
The company will initially launch 11 products across nine categories, with prices ranging from 60 to 190 shekels. This strategic move aligns with Tnuva's plan to identify growth engines and international expansion opportunities, a strategy developed by the consulting firm TASC. The initial rollout of HOLIS products will be exclusively through the Super-Pharm retail chain, marking a significant challenge for Tnuva as it enters a competitive market dominated by pharmacies rather than traditional grocery stores where it holds strong influence.
Addressing concerns about shortages of dairy products like cottage cheese and white cheese, Tnuva CEO Gadi Konia stated that there is no shortage of milk, emphasizing the company's significant investment of over 200 million shekels in recent years in specialized milk production lines. He asserted that Tnuva remains committed to producing 80% of regulated products, questioning competitors' contributions.
The HOLIS formulas were developed in collaboration with international research and development firms ADM and AB BIOTICS. Tnuva's subsidiary, "Beemek," which specializes in functional ingredients, is leading the brand's development and marketing. While Beemek will manufacture two products, the rest will be imported or produced by another company, Supherb. The innovation behind HOLIS stems from advancements in microbiome research, focusing on the interplay between microorganisms and bodily systems, with formulas targeting areas such as oral health, women's health, immunity, child health, stress, mood, sports, and energy.
Tnuva cited market research indicating the global market for microbiome-supporting ingredients was valued at $311.6 million in 2025 and is projected to reach $1.6 billion by 2032. Konia explained the expansion into supplements as a response to evolving consumer needs, highlighting Tnuva's history of adapting to dietary trends and its growing focus on functional foods.
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