Tnuva Launches Probiotic Supplement Brand Amidst Cottage Cheese Shortage
Translated & summarized from Ynet by baba
Tnuva has launched HOLIS, a new brand of 11 probiotic-based dietary supplements, with prices ranging from 59.90 to 189.90 shekels. The products will be available at Super-Pharm starting next week and expand to other retailers by 2027. CEO Gadi Konia addressed concerns about the launch amidst shortages of basic products like cottage cheese, stating Tnuva still produces 80% of regulated items and invests heavily in their production. The company claims HOLIS offers innovative formulations focusing on the microbiome's broad impact on health.
The story in 6 lines · by baba
- Tnuva launched HOLIS, a new brand of 11 probiotic dietary supplements, with prices from 59.90 to 189.90 shekels.
- The HOLIS supplements will be available at Super-Pharm starting next week and expand to other retailers by 2027.
- Tnuva CEO Gadi Konia stated the company produces 80% of regulated products despite shortages of cottage cheese and white cheese.
- The HOLIS brand focuses on the microbiome's impact on various bodily systems, beyond just digestion.
- Tnuva plans to integrate learnings from HOLIS into its existing food product lines in the future.
- A multidisciplinary expert committee guides the development of HOLIS products.
Tnuva has launched a new wellness brand, HOLIS, featuring 11 probiotic-based dietary supplements across nine categories. The products, priced between 59.90 and 189.90 shekels, will initially be sold at Super-Pharm for three months, starting next week. By early 2027, they will be available in other retail chains, pharmacies, online, and through health funds. Tnuva is collaborating with American research company ADM for raw materials and Spanish firm AB Biotics. Production takes place in Israel by Sufarv and in Spain, with Tnuva manufacturing its own creatine products.
Addressing concerns about launching premium supplements during a persistent shortage of basic products like cottage cheese and white cheese, Tnuva CEO Gadi Konia stated that the company invests heavily in HOLIS research and development but still produces 80% of regulated products. He attributed the shortages to competitors' production levels and noted that Tnuva is investing millions in production lines for milk, butter, cottage cheese, and white cheese, acknowledging a slight post-holiday deficit in cottage cheese and white cheese. Konia emphasized that Tnuva remains the primary producer of regulated products in Israel, with over 200 million shekels invested in new milk machinery.
The HOLIS line includes products like Tribiotics Core and Shield, Morning Smile dental probiotics, Blossom Woman for menopausal support, Bright Side of Life for general well-being, Feminine Time for vaginal health, and Lively Kids probiotics. The brand also offers creatine supplements. Tnuva claims HOLIS innovates by focusing on the microbiome's impact on various bodily systems beyond digestion, including teeth, mood, memory, and women's health. While competitors offer similar products, Tnuva asserts its innovation lies in the unique formulations, research depth, and product range.
Konia explained that Tnuva's expansion into functional foods and supplements like HOLIS aligns with consumer demand for added nutritional value. He mentioned past ventures into functional foods and indicated plans to integrate learnings from HOLIS into Tnuva's existing food products, citing previous successes with protein and calcium in yogurts and creatine in some products. Tnuva has established a multidisciplinary expert committee, including researchers from Bar-Ilan University and specialists in physiology, women's health, and pediatrics, to guide the HOLIS product development.
Mentioned
The same event, reported separately by each outlet. Open a few to compare what different newsrooms emphasize — and what they leave out.
Centre 1Right 1Other 1
Not the same event — other stories that share this one’s people, places, or theme: background, reactions, and follow-ups.
