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Tnuva Launches Health Supplements Amid Cottage Cheese Shortage
The Israeli food company Tnuva announced on Sunday the launch of HOLIS, a new brand of 11 probiotic-based dietary supplements. The product line, which includes capsules, powders, and lozenges, will be priced between 59.90 and 189.90 shekels. The supplements will initially be sold exclusively at Super-Pharm starting in late October, with plans to expand to other retailers, pharmacies, and health funds by early 2027.
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What happened
- 01Tnuva launched HOLIS, a new brand of 11 probiotic dietary supplements priced from 59.90 to 189.90 shekels.
- 02The HOLIS supplements will be sold exclusively at Super-Pharm for three months starting in late October before expanding to other retailers in 2027.
- 03Tnuva CEO Gadi Konia addressed a post-holiday shortage of cottage cheese and white cheese in Israeli stores.
- 04Konia stated that Tnuva is prioritizing regulated products and continues to produce 80% of Israel's regulated dairy items.
- 05Tnuva has invested over 200 million shekels in new milk machinery and hundreds of millions in dairy production lines.
- 06The new supplement brand was developed over three years and focuses on microbiome research beyond digestive health.
The launch comes amid ongoing shortages of basic dairy products in Israeli stores, specifically cottage cheese and white cheese. Tnuva CEO Gadi Konia addressed these concerns during a press conference, characterizing the post-holiday deficit as a slight shortage. He explained that the company is prioritizing regulated products, noting that Tnuva produces 80% of Israel's regulated dairy items.
Konia emphasized that the shortage is not due to a lack of milk, as Tnuva has invested over 200 million shekels in new milk machinery and hundreds of millions in production lines for milk, butter, cottage cheese, and cheese. The HOLIS brand, developed over three years in collaboration with international research firms, represents Tnuva's entry into the health supplement market, focusing on the broad health impacts of the microbiome.
Summarized by baba from the reports of 3 newsrooms. Updated
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