Tnuva Launches Health Supplements Amid Cottage Cheese Shortage
Translated & summarized from Vesty by baba
Tnuva has launched HOLIS, a new brand of dietary supplements including probiotics and creatine, with prices ranging up to 189.90 shekels. The products will initially be sold at Super-Pharm starting late October, expanding to other retailers in 2027. This move comes amid ongoing shortages of cottage cheese and white cheese, prompting questions about Tnuva's priorities. CEO Gadi Kunia assured that the company remains committed to regulated dairy production and is investing in milk and cheese lines.
The story in 6 lines · by baba
- Tnuva launched HOLIS, a new brand of dietary supplements including probiotics and creatine, on October 11.
- The HOLIS product line features 11 items priced from 59.90 to 189.90 shekels.
- Supplements will be available at Super-Pharm for three months before wider distribution begins in 2027.
- The launch occurs while Tnuva faces shortages of cottage cheese and white cheese in Israeli stores.
- Tnuva CEO Gadi Kunia stated the company is investing in dairy production despite the supplement launch.
- Competitor Strauss has also introduced vitamin-enriched gum and is exploring new dairy drinks.
Tnuva is entering the dietary supplement market with its new brand, HOLIS, which will offer probiotics and creatine. The initial product line, launching around October 25, features 11 items across nine categories, priced between 59.90 and 189.90 shekels. For the first three months, HOLIS products will be exclusively available at Super-Pharm, with wider distribution planned for early 2027 through other retail chains, pharmacies, online stores, and health maintenance organizations. Tnuva has established a separate company, HOLIS, for this new venture. The product range includes capsules, powders, and lozenges, with formulations featuring probiotics, prebiotics, postbiotics, vitamins C and D, zinc, and specialized options for children, menopausal women, and oral health. The brand also offers products marketed for emotional balance and intimate health, alongside two creatine powder products. Tnuva highlights the novel application of probiotics beyond digestive health and its extensive product variety, although similar combinations are available from competitors like iHerb. The development involved collaboration with U.S.-based ADM for microbiome research and raw materials, and Spain's AB Biotics. Manufacturing takes place in Israel and Spain, with Tnuva producing the creatine items internally. The introduction of these relatively high-priced supplements has raised questions about the company's priorities, particularly given the ongoing shortages of cottage cheese and white cheese in stores. Tnuva CEO Gadi Kunia stated that the company continues to produce approximately 80% of its dairy products at regulated prices and is investing millions in production lines for milk, butter, and cheese. He acknowledged a minor post-holiday deficit in cottage and white cheese but confirmed no shortage of milk. Tnuva has invested over 200 million shekels in new equipment for regulated milk production in the past four years. Tnuva is considering incorporating HOLIS components into its food products in the future, with new launches planned from early 2027. Previous attempts to expand into health-focused beverages and yogurts for seniors were unsuccessful. Competitor Strauss also launched a vitamin-enriched chewing gum and is exploring dairy drinks with added collagen, omega-3, and vitamins.
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