Osem-Nestle Launches PRO FIBER Line of Enriched Foods
Translated & summarized from Calcalist by baba
Osem-Nestle is launching a new brand, PRO FIBER, to offer enriched versions of its popular products with added protein and fiber. The initiative aims to address changing consumer needs, partly influenced by the rise of weight-loss injections, and a gap in nutritional knowledge. Initially focusing on Fitness and Tivall, the company plans to expand the line to include other brands like Bamba and pasta by 2027. The enriched products will be more expensive, but original versions will remain available.
The story in 6 lines · by baba
- Osem-Nestle is launching PRO FIBER, a new brand of foods enriched with protein and fiber.
- The enriched products will include popular items like Bamba, pasta, and Tivall vegetarian schnitzel.
- The move is partly a response to the growing popularity of weight-loss injections that reduce food intake.
- A recent Osem survey revealed significant consumer knowledge gaps regarding daily protein and fiber needs.
- Enriched products will be priced higher than standard versions, which will continue to be sold.
- The company plans to expand the PRO FIBER line to encompass more brands by 2027.
Osem-Nestle is entering the fortified food market with its new PRO FIBER brand, which will feature enriched versions of existing products. The initiative will encompass a wide range of brands and categories, including Fitness, Tivall, Tzabar, Petit Beurre, Lahmit, pasta, Ptitiim, Manna Hama, Bamba, and pretzels. These enriched products will be priced higher than their standard counterparts due to the added costs of fortification, but the original products will remain available at their current prices. Initially, Osem will launch enriched versions of Fitness and Tivall products, with plans to expand to other brands and categories by 2027.
This strategic move comes amid a rise in the use of weight-loss injections, which increase satiety and reduce food intake. While global food companies report no significant sales decline due to these injections, they recognize the need to adapt product formulations to ensure adequate nutritional intake when consumption decreases. The trend of fortifying products with protein, particularly in dairy, has been growing, and is now expanding to include dietary fibers. Osem has chosen to combine both protein and fiber, citing protein's role in muscle repair and fiber's benefits for digestive health and other physiological markers.
A consumer survey conducted by Osem in October 2026 revealed that approximately 48% of respondents prioritize diets rich in protein, compared to only 34% for fiber. The survey also highlighted a significant knowledge gap, with 85% unaware of the recommended daily fiber intake and 61% unsure about their daily protein needs. Osem believes that offering enriched versions of familiar products will encourage consumer adoption.
The company plans to further expand fortification to other ingredients, such as collagen. Product enrichment will adhere to specific nutritional standards: a product is considered a source of protein if at least 12% of its energy comes from protein, and protein-rich if it reaches 20%. For dietary fibers, the benchmark is 3-6 grams per 100 grams of product. The level of enrichment will be tailored to the product type, with a focus on higher protein content for items like Tivall vegetarian schnitzel and potentially less for snacks like Bamba. Products with high levels of sugar, fat, or sodium that compromise nutritional benefits will be excluded.
Alongside the product launch, Osem intends to raise consumer awareness about protein and fiber consumption through packaging and media campaigns, addressing the identified gap in consumer knowledge, especially regarding fiber. Avi Ben Asayag, CEO of Osem-Nestle, stated that while Israeli consumers show increasing interest in nutrition, a significant gap persists between desire, knowledge, and practical application. He added that the PRO FIBER launch is part of a long-term strategy to enhance nutritional fortification in existing products, following a decade focused on reducing salt, sugar, and fat.
