Tnuva CEO Addresses Cottage Cheese Shortage, Unveils New Supplement Line
Translated & summarized from Israel Hayom by baba
Tnuva CEO Gadi Konia announced a new line of nutritional supplements called Holis while addressing a "slight shortage" of cottage cheese, attributing it to a focus on regulated products. He assured that milk production is robust due to significant investments in new machinery and production lines. The Holis brand, developed over three years, leverages microbiome research and will offer 11 products starting in October, targeting various health needs.
The story in 5 lines · by baba
- Tnuva CEO Gadi Konia addressed a "slight shortage" of cottage cheese, prioritizing regulated products.
- Tnuva launched Holis, a new line of nutritional supplements based on microbiome research.
- The company has invested over 200 million shekels in new milk machinery and production lines.
- The Holis supplement line will feature 11 products across nine health categories.
- Holis products will be available starting in October, with prices ranging from 60 to 190 shekels.
Tnuva, a leading Israeli food company, launched a new line of nutritional supplements under the brand name Holis on Sunday. During a press conference to introduce the new venture, Tnuva CEO Gadi Konia addressed the recent shortage of cottage cheese, one of the company's most popular products.
Konia stated that the shortage is not due to a lack of milk, as Tnuva has invested over 200 million shekels in new milk machinery and hundreds of millions in production lines for milk, butter, cottage cheese, and cheese. He explained that the current "slight shortage" of cottage cheese and cheese after the holidays is because the company is prioritizing "regulated products," noting that Tnuva produces 80% of Israel's regulated dairy products.
The new Holis supplement line marks Tnuva's entry into the health supplement market, focusing on microbiome research. The brand aims to offer an innovative approach to probiotics, extending beyond digestive health to areas such as oral health, women's health, immune system support, child health, and the gut-brain connection. The products are based on probiotics and incorporate researched ingredients and specialized formulas developed in collaboration with international research and development companies ADM and AB BIOTICS, with guidance from an expert committee.
HOLIS is led by Emek Technologies, a Tnuva subsidiary specializing in functional ingredients. The line will feature 11 products across nine categories, ranging from oral to women's health. The global market for microbiome-supporting ingredients was valued at approximately $311.6 million in 2025 and is projected to reach $1.6 billion by 2032. Holis products will be available starting in October at Super-Pharm and the company's website, expanding to other pharmacy chains and health funds in January, with prices ranging from 60 to 190 shekels.
