Osem-Nestlé Launches New Product Line Fortified with Protein and Fiber
Translated & summarized from Maariv by baba
Osem-Nestlé is launching its new PRO FIBER product line in Israel, integrating protein and fiber into familiar brands like Bamba and Pasta. This initiative addresses consumer knowledge gaps about recommended daily intake of these nutrients, as revealed by a 2026 survey. The initial rollout includes Fitness and Ta'amti products, with expansion to other Osem-Nestlé brands planned for 2027. The company aims to make healthier choices more accessible and integrated into daily diets.
The story in 5 lines · by baba
- Osem-Nestlé launches PRO FIBER line in Israel, adding protein and fiber to popular products.
- Consumer research shows significant gaps in knowledge about recommended daily protein and fiber intake.
- Global trend shows rising consumer interest in fiber, dubbed the "next generation of protein."
- New products from Fitness and Ta'amti brands will be the first to feature the PRO FIBER fortification.
- Expansion to other Osem-Nestlé brands, including Bamba and Pasta, is planned for 2027.
The Osem-Nestlé Group has announced the launch of a new product line in Israel called PRO FIBER, which integrates both protein and dietary fiber into a variety of familiar food categories and brands. This initiative represents a significant expansion of the company's nutritional strategy, aiming to meet growing consumer demand for healthier food options.
Recent consumer research conducted by Osem-Nestlé in October 2026 revealed a notable gap in consumer knowledge regarding daily recommended intake of both protein and fiber. While 48% of Israelis surveyed reported focusing on a protein-rich diet, only 34% prioritized fiber. Furthermore, a significant majority (85%) were unaware of the recommended daily fiber intake, and 61% did not know their personal daily protein needs.
Globally, the trend towards increased fiber consumption is gaining momentum, often referred to as the "next generation of protein." In the U.S., interest in high-fiber foods has risen, with 54% of consumers expressing interest, and this figure climbs to 60% among Gen Z. This trend, dubbed "Fibermaxxing" on social media, addresses a significant dietary gap, as approximately 90% of American women and 97% of men do not meet their recommended daily fiber intake.
The PRO FIBER platform will initially introduce new products from the Fitness and Ta'amti brands, including baked snacks, Thin crackers with chia, and kale and cauliflower crackers. The company plans to expand this platform to other Osem-Nestlé brands and categories, such as hummus, tahini, pasta, couscous, instant meals, pretzels, Bamba, and granola, starting in early 2027. The goal is to allow consumers to benefit from enhanced nutritional value in their preferred products without altering their eating habits.
Avi Ben Assayag, CEO of the Osem-Nestlé Group, stated that the company is making the choice for nutritious products a natural, tasty, and accessible part of daily diets. This move aligns with Nestlé's global vision to leverage research and development capabilities to meet evolving consumer needs, building on previous efforts to reduce sodium, sugar, and fat in its products.
Mentioned
