Tnuva Launches 'Nutrition of Tomorrow 2030' Plan to Simplify Ingredients and Boost Nutritional Value
Tnuva, Israel's leading food company, has introduced a multi-year initiative called "Nutrition of Tomorrow 2030," aiming to reduce product processing levels, increase nutritional enrichment, and develop items tailored to special dietary needs. The program sets goals through the end of the decade, including expanding products with "clean labels," enriching items with calcium and protein, and creating offerings for consumers with sensitivities such as gluten intolerance, lactose intolerance, and diabetes.
The plan was developed over two years by a multidisciplinary nutrition committee comprising experts in nutrition, medicine, research, development, and marketing. This committee established stricter criteria than current regulatory standards, focusing on sodium, sugar, saturated fat levels, and beneficial ingredients like calcium and protein, adjusted by age group and product purpose.
Currently, Tnuva reports that 75% of its products avoid red warning labels, 44% contain only three ingredients, 65% are classified as nutritious with beneficial components, and 64% cater to special nutritional requirements. Central to the initiative is increasing by 20% the number of products with simplified ingredient lists by 2030. Already launched are the Alternative Simple soy drink (made from water, soybeans, and salt) and an oat drink with just four ingredients, with a soy yogurt and a spelt drink expected later this year.
In the yogurt category, Tnuva recently introduced GO white yogurt with a thick texture, containing 20 grams of protein, a green label, and only one ingredient: milk. The company also plans to boost products enriched with protein, calcium, and creatine by 20%, including yogurts, milk drinks, and GO series products. This follows health surveys indicating that about 80% of Israelis do not meet the recommended daily calcium intake. To address this, the BIO white yogurt line was relaunched, with each 200-gram cup providing 500 mg of calcium, roughly half the daily recommended amount.
Additional product developments include a new pizza under the Maadanot brand made with 50% whole spelt flour, offering more fiber, protein, and minerals with less gluten compared to white wheat flour pizzas. The GO drink series is also expanding with reduced-sugar options containing creatine, reportedly the first protein drinks with creatine in Israel. The program aims to increase by 5% the range of products adapted for special dietary needs by 2030, with recent launches including gluten-free Margherita pizza and plans for gluten-free schnitzel under the Mama Of brand.
Anat Gross Shon, Deputy CEO of Tnuva Group, emphasized the company's deep commitment to promoting better nutrition, responding to consumer needs and global trends, and continuously improving products from vision to clear, responsible labeling.
