Tnuva Launches 'Holis' Brand, Entering Nutritional Supplements Market
Translated & summarized from Globes by baba
Tnuva is launching "Holis," a new brand of nutritional supplements, entering the growing health and functional food market. The initial line includes 11 products focusing on areas like immunity, digestion, menopause, and longevity, with prices ranging from 60 to 190 shekels. The supplements are based on microbiome research and will initially be sold exclusively at Super-Pharm before a wider market release in 2027. CEO Gadi Kunia stated this is a natural extension of Tnuva's expansion into functional foods.
The story in 6 lines · by baba
- Tnuva is launching "Holis," a new brand of 11 nutritional supplements, to enter the health and functional food market.
- The Holis product line focuses on nine health categories, including immunity, digestion, menopause, and longevity.
- The supplements are based on microbiome research and developed in collaboration with US and Spanish companies.
- Products will launch exclusively at Super-Pharm in one to two weeks, with wider distribution planned for early 2027.
- Recommended prices for the Holis supplements range from 60 to 190 shekels.
- Tnuva CEO Gadi Kunia stated the launch is a two-year effort and a natural progression into functional foods.
Tnuva, a leading Israeli food company, is expanding into the health supplements sector with the launch of its new brand, "Holis" (short for Holistic). This move is part of Tnuva's strategy to grow in the areas of beneficial nutrition and functional foods. The initial product line features 11 items across nine health categories.
Among the new offerings are two "tributotics" products, combining pre-, pro-, and postbiotics, one targeting the immune system and the other the digestive system. The brand will also introduce a formula for women in menopause, a probiotic dental formula for oral health, and a product promoting longevity. Tnuva has not disclosed the investment amount for this initiative.
The Holis products are scheduled to launch in about one to two weeks, initially exclusively at Super-Pharm for approximately three months. By early 2027, the products will be available to the broader market. Recommended retail prices range from 60 to 190 shekels.
Gadi Kunia, CEO of Tnuva, stated that the company has been working on this launch for over two years, adapting to evolving consumer needs. He explained that Tnuva has expanded from fresh food into functional foods, similar to its protein products under the "go" brand, making nutritional supplements a natural progression.
Tnuva acknowledges the growing popularity of the supplements market, which has seen new entrants like Rotem Sela's "Better." The company believes its differentiation lies in its focus on the microbiome, a new territory for them. Kunia emphasized that Tnuva's products are based on scientific research, offering a unique value proposition. The supplements are developed in collaboration with two specialized research companies: ADM from the US and AB-Biotics from Spain.
The global microbiome-based food and supplement market is currently valued at $2.97 billion, with projections to reach $5.45 billion by 2029 and $10 billion by 2033. Professor Ilan Yungster explained that recent scientific understanding highlights the significant role of bacteria in human health, with bacterial genes potentially having a greater influence than human genes. He noted that research focuses on sequencing genetic material to understand bacterial metabolic activity and how to support it.
Tnuva is also considering incorporating microbiome components into other food products, similar to how they have integrated creatine, protein, and calcium. Kunia hinted at further launches early next year.
Addressing concerns about dairy product shortages, Kunia assured that there is no shortage of milk, citing a 200 million shekel investment in new machines for supervised milk. While acknowledging some post-holiday shortages in butter and cottage cheese, he stated that Tnuva produces about 80% of supervised products in Israel and is investing in new products.
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