Osem-Nestle Invests Tens of Millions in New Protein and Fiber Enriched Product Line
Osem-Nestle is investing tens of millions of shekels to launch PRO FIBER, a new line of products enriched with protein and fiber. The initiative will expand to include a wide range of popular Osem products by 2027. This move follows competitors Strauss and Tnuva into the growing health-focused food market, aiming to bridge a consumer knowledge gap about nutritional needs.
הידיעה ב-6 שורות · תקציר של baba
- Osem-Nestle is launching the PRO FIBER line, enriching popular products with protein and fiber.
- The company is investing tens of millions of shekels in this new product development initiative.
- The PRO FIBER line will expand to include a wide variety of Osem and partner brand products by 2027.
- Competitors Strauss and Tnuva have already established protein-focused brands in the market.
- A recent survey revealed a consumer interest in protein and fiber but a significant knowledge gap.
- Osem aims to integrate nutritional innovation into accessible, everyday food items.
Osem-Nestle is launching a significant new initiative, "PRO FIBER," which will enrich its well-known products with protein and dietary fiber. The investment is estimated to be in the tens of millions of shekels and will encompass a wide array of product categories. Most of these products will be manufactured in Osem's Israeli facilities after adjustments to meet nutritional standards, with a smaller portion imported from abroad under Nestle brands.
Initially, the PRO FIBER line will feature baked snacks and crackers under the Fitness brand, alongside vegetarian schnitzels from the Tivall brand. By 2027, the range will expand to include more products from the Tzabar and Osem brands, such as hummus, tahini, pasta, couscous, instant noodles, Bamba, pretzels, and biscuits.
Osem is entering a growing market segment where competitors Strauss and Tnuva have already expanded their protein-focused offerings with brands like Danone PRO and GO, and Tnuva's HOLIS nutrition supplements. Osem aims to broaden this trend beyond dairy products by integrating protein and fiber into everyday food items.
According to European and Israeli regulations, a product is considered a source of protein if at least 12% of its calories come from protein, and rich in protein if at least 20%. For fiber, a source requires at least 3 grams per 100 grams, and rich in fiber means at least 6 grams per 100 grams.
A recent Osem-Nestle survey by KANTAR indicated that 48% of Israelis aged 18-65 prioritize a high-protein diet, compared to 34% for a high-fiber diet. However, a significant knowledge gap exists, with 85% unaware of the recommended daily fiber intake and 61% unsure about their required protein intake.
Osem-Nestle CEO Avi Ben Asayag stated that while Israeli consumers show increasing interest in nutrition, there's a gap between desire and actual practice. He emphasized that nutritional innovation should be integrated into accessible, everyday products rather than remaining in niche categories.
אותו אירוע, כפי שכל מערכת דיווחה עליו בנפרד. פתחו כמה דיווחים כדי להשוות מה כל מערכת מדגישה, ומה היא משאירה בחוץ.
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