Osem-Nestle Launches PRO FIBER Across Brands, Combining Protein and Fiber
Translated & summarized from Behadrei Haredim by baba
Osem-Nestle has launched its new PRO FIBER product line in Israel, integrating protein and dietary fiber into popular brands like Fitness and Tivall. The initiative aims to meet growing consumer demand for enhanced nutritional value in familiar foods. CEO Avi Ben Assayag described it as a strategic, long-term response to evolving consumption trends. The company plans to expand the PRO FIBER range to include more Osem-Nestle brands throughout 2027.
The story in 6 lines · by baba
- Osem-Nestle launched PRO FIBER, combining protein and fiber in popular Israeli food products.
- The initiative aims to enhance nutritional value while maintaining familiar tastes.
- Initial products include Fitness and Tivall, with more to follow in 2027.
- CEO Avi Ben Assayag cited changing consumer trends as the driver for the launch.
- Research shows a gap in consumer focus and knowledge regarding fiber intake.
- The company leverages global and local R&D to develop the new product lines.
Osem-Nestle is launching a new strategic initiative called PRO FIBER, which integrates both protein and dietary fiber into a wide range of its familiar products and brands across Israel. This move is a cornerstone of the company's expanded nutritional strategy, aiming to enhance the nutritional value of its offerings while maintaining their popular taste. Initially, the company will introduce PRO FIBER versions of its Fitness and Tivall products, with further product lines from brands like Tzabar, Osem's pasta, Petitim, and Bamba slated for release throughout 2027.
Avi Ben Assayag, CEO of Osem-Nestle Group, stated that the launch is a long-term strategic move driven by significant shifts in consumer trends, both globally and in Israel. Consumers are increasingly seeking enhanced nutritional value in their familiar foods without compromising on taste or convenience. He highlighted that PRO FIBER, combining high levels of quality protein and dietary fiber, is a response to these new consumption patterns, leveraging Osem-Nestle's research, development, and innovation capabilities.
The company's research, conducted in October 2026 by KANTAR among Israelis aged 18-65, revealed a gap in consumer focus: while 48% prioritize protein-rich diets, only 34% focus on fiber-rich diets. Furthermore, a significant knowledge deficit exists, with 85% unaware of recommended daily fiber intake and 61% unsure about their daily protein needs. Globally, the article notes a growing interest in fiber, with US consumer consideration for high fiber content rising from 17% in 2021 to 22% in 2025, particularly among Gen Z, and a trend called "Fibermaxxing" gaining traction on social media.
Osem-Nestle's PRO FIBER platform aims to provide consumers with dual nutritional benefits, protein and fiber, in their preferred products, making healthier choices a natural, tasty, and accessible part of daily nutrition. This initiative aligns with Nestle's global vision to connect research and development with evolving consumer needs, building on both global and local R&D strengths to enrich products without altering their beloved taste.
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