Osem-Nestlé Fortifies Popular Products with Protein and Fiber
Translated & summarized from Ynet by baba
Osem-Nestlé is launching a "Pro Fiber" line, adding protein and fiber to popular Israeli products like Bamba and Ma'amoul, with plans to expand throughout 2027. The enriched items are expected to be more expensive, with initial price differences of up to 87% observed in crackers. This initiative taps into global trends for functional foods, driven partly by weight-loss medications, and aims to make healthier options accessible within familiar brands. The company assures that taste will be preserved and emphasizes its role in improving the daily nutrition of Israeli consumers.
The story in 5 lines · by baba
- Osem-Nestlé is fortifying popular products like Bamba and Ma'amoul with protein and fiber under the "Pro Fiber" brand.
- The new "Pro Fiber" line is expected to be more expensive, with some products showing price increases of up to 87%.
- The initiative aligns with global trends in functional foods, driven by increased consumer interest in health and wellness.
- Osem-Nestlé assures that the original taste of the enriched products will be maintained.
- The company plans to expand the "Pro Fiber" line to additional product categories throughout 2027.
Osem-Nestlé is launching a major marketing initiative to enrich dozens of its popular products, including Bamba, Tivoli, Ma'amoul, Petit Beurre, pretzels, Lahmit, Ptitiim, and pasta, with added protein and dietary fiber. The new line, branded "Pro Fiber," will be introduced alongside existing products, with the company assuring that the original taste will be preserved. The initial phase will see the rollout of "Fitness Pro Fiber" crackers and "Tivoli Pro Fiber" products, accompanied by a significant advertising and educational campaign. Further product categories are slated for release throughout 2027.
The protein sources are plant-based, derived from soy and peas, while the fibers come from various sources like inulin, corn, and cellulose. Osem-Nestlé guarantees a complete protein containing all 20 amino acids, including the nine essential ones. While these additions will enhance nutritional value, the company acknowledges that some products remain highly processed. The added fiber may slightly increase calorie content, with recommendations for protein intake at 0.8-1 gram per kilogram of body weight and caution against excessive fiber consumption, which can lead to digestive issues. Naturally protein- and fiber-rich foods like legumes or a combination of meat, fish, and vegetables are generally preferred.
These enriched products are expected to be more expensive. For example, "Fitness Pro Fiber" crackers (140g) are priced between NIS 12.90-19.90, compared to NIS 6.90-16.90 for regular "Fitness" crackers (140g), representing a price difference of 17%-87%. Tivoli vegetarian schnitzel "Pro Fiber" will be sold in 500g packages, slightly lighter than the original 564g product, though most products are expected to maintain similar sizes.
Osem-Nestlé's move aligns with global trends in functional foods, particularly the growing interest in protein and fiber. The protein trend is driven by athletes, vegans, those with insufficient protein intake, and individuals experiencing muscle loss due to weight-loss medications. The fiber trend, termed "fibermaxxing," focuses on gut health and the microbiome, with potential for future probiotic additions. Other Israeli food giants are also innovating: Tnuva has added calcium to white cheese and launched a supplement brand, while Strauss has incorporated vitamins into gum and is considering collagen and omega-3 for dairy drinks.
Globally, the addition of protein and fiber to food products is a widespread phenomenon, partly fueled by the rise of weight-loss drugs that can cause muscle loss and digestive problems. International companies like Danone and Nestlé have launched high-protein, high-fiber meal and yogurt lines. Osem-Nestlé CEO Avi Ben Assayag stated that the company has a responsibility to influence Israeli consumers' daily nutrition and that Pro Fiber innovation aims to make nutritional enhancements accessible within familiar products, emphasizing that consumers shouldn't have to choose between taste and nutrition.
