Tnuva Launches New Supplement Brand Based on Microbiome Research
Translated & summarized from Ice by baba
Tnuva has launched HOLIS, a new brand of dietary supplements based on microbiome research, featuring 11 products across nine categories. The supplements will be available from October at Super-Pharm and online, with prices ranging from 59.90 to 189.90 shekels. CEO Gadi Konia addressed ongoing shortages of some dairy products, noting Tnuva's significant investment in production. The new brand expands Tnuva's focus into functional foods and supplements, developed with international partners and expert guidance.
The story in 6 lines · by baba
- Tnuva launched HOLIS, a new dietary supplement brand focused on microbiome research.
- The HOLIS line includes 11 products across nine categories, utilizing probiotics and other ingredients.
- Products will be available from October at Super-Pharm and Tnuva's website.
- CEO Gadi Konia acknowledged ongoing shortages of cottage cheese and white cheese.
- Tnuva is investing hundreds of millions of shekels in production lines for regulated dairy products.
- The supplements are priced between 59.90 and 189.90 shekels.
Israeli food giant Tnuva announced its entry into the dietary supplement market with the launch of HOLIS, a new brand focused on microbiome research. The new line features 11 products across nine categories, utilizing probiotics and other ingredients for various health and nutritional needs. These products will be available starting in October at Super-Pharm stores and on the company's website, with suggested prices ranging from 59.90 to 189.90 shekels.
The launch occurs as Tnuva faces shortages in some of its regulated dairy products. Tnuva CEO Gadi Konia acknowledged a continued shortage of cottage cheese and white cheese post-holidays, stating the company is investing hundreds of millions of shekels in production lines and produces about 80% of Israel's regulated dairy products.
The HOLIS brand is built on the study of the microbiome, the microorganisms within the human body and their relation to physiological processes. Beyond digestive health, Tnuva aims to expand the application of microbiome-related ingredients. The product range includes "Tribiotics Core" with prebiotics, probiotics, and postbiotics, "Tribiotics Shield" with similar components plus vitamins C and D and zinc, and products for oral health, women's health, and intimate microbiome care. A children's probiotic, "Lively Kids," and two creatine-based products, "Creatine Pure" and "Creatine + Longevity," are also part of the line, alongside "Bright Side of Life" for comfort and balance.
These formulas were developed in collaboration with international research and development companies ADM and AB BIOTICS, with guidance from a panel of experts in microbiome, medicine, and physiology, including Professor Omri Koren, Professor Yuval Halad, Dr. Miri Ben-Ami, and Professor Ilan Yungster. Emek Technologies, a Tnuva subsidiary specializing in functional ingredients, leads HOLIS's development and marketing. Konia stated that HOLIS represents Tnuva's expansion into functional foods and dietary supplements, combining consumer understanding with Emek Technologies' expertise.
Tnuva will compete in a market already offering probiotics and other supplements. Initially, HOLIS products will be sold at Super-Pharm and the company's website, with final pricing determined by retailers.
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