Osem-Nestle Launches PRO FIBER Products Combining Protein and Fiber
Translated & summarized from Kikar HaShabbat by baba
Osem-Nestle has launched PRO FIBER, a new product line in Israel that combines protein and dietary fiber in popular brands like Fitness and Tivol. This initiative addresses a growing consumer demand for enhanced nutritional value. Research indicates a significant gap in consumer knowledge regarding recommended daily intake of both protein and fiber. The company plans to expand the PRO FIBER line to include more Osem brands throughout 2027, aiming to make nutritious food choices more accessible.
The story in 5 lines · by baba
- Osem-Nestle launched PRO FIBER products combining protein and fiber in Israel.
- The initial launch includes Fitness and Tivol brands, with more planned for 2027.
- Consumer research shows a knowledge gap regarding recommended daily protein and fiber intake.
- Globally, there's a rising trend and interest in foods enriched with dietary fiber.
- The company aims to offer consumers enhanced nutritional value without compromising taste.
Osem-Nestle is introducing a new product line called PRO FIBER, which integrates both protein and dietary fiber into familiar and popular food categories and brands across Israel. This strategic move aims to enhance the nutritional value of its offerings while maintaining the beloved taste consumers expect. Initially, the PRO FIBER line will feature products from the Fitness and הטבעול (Tivol) brands, with expansion to other Osem brands like Petiber, Lahmit, pasta, Ptiti, Ma'ama, and Bamba planned for 2027.
Avi Ben Asayag, CEO of Osem-Nestle Group, stated that the launch is a long-term strategic initiative driven by evolving consumer trends worldwide, where people seek upgraded nutritional value without compromising taste or convenience. He highlighted Osem-Nestle's research, development, and innovation capabilities as key to this expansion.
The company's research, conducted in October 2026 by KANTAR among Israelis aged 18-65, revealed that while 48% of respondents prioritize a protein-rich diet, only 34% focus on fiber. Furthermore, a significant knowledge gap exists, with 85% unaware of recommended daily fiber intake and 61% unsure about their daily protein needs.
Globally, there's a growing interest in fiber, often termed "the next generation of protein." In the US, the percentage of consumers considering high fiber content among their top three food selection criteria rose from 17% in 2021 to 22% in 2025. This trend is also visible on social media through the "Fibermaxxing" movement, reflecting an active effort to increase fiber consumption, especially given that a large majority of Americans do not meet recommended daily fiber intake. The discussion around fiber is also broadening beyond digestive health to include metabolism, gut microbiome, and satiety.
Osem-Nestle's PRO FIBER initiative aligns with Nestle's global vision to connect research capabilities with consumer needs. The development leverages both global and local R&D strengths to enrich products with protein and fiber while preserving their familiar taste. The company aims to make nutritious choices accessible and integrated into daily diets, allowing consumers to enjoy both taste and nutritional benefits.
