Only TODAY? The Shastovitz company's food division is launching protein bars for the first time

The food division of Shastowitz enters the field of sports nutrition for the first time and launches a new brand under the name: TODAY. 

The first products under the brand are extremely innovative protein bars that offer an extremely low protein-to-calorie ratio of 1:10 (lots of protein and few calories), suitable for women and men as a post-workout recovery snack and as a snack during the day, all in great flavors of salted caramel, cookie cream, cinnamon pie, Chocolate and banana chocolate chips. 

TODAY's protein bars were developed over three years by a development team led by Lilo Buchnik, a clinical dietitian and food technologist, in collaboration with manufacturers specializing in sports nutrition from England and Canada.

In the first phase, the brand will launch two series:

Layers series: a rich snack with three layers covered in excellent chocolate, without added sugar, in the flavors of cookie cream, salted caramel and cinnamon pie. Nutritional values for a single snack (65 grams): 22 grams of protein mainly derived from milk proteins and quality WHEY protein, only 200 calories and about 5 grams of dietary fiber.

Crispy series: a snack with a unique rice crackling texture of its kind in Israel, gluten-free and nut allergen-free. In chocolate and banana chocolate-chip flavors. Nutritional values for a single snack (42 grams): 15 grams of protein derived mainly from milk proteins and quality WHEY protein, only 150 calories and about 8 grams of dietary fiber. In this series there is also a small portion control snack of 100 calories per unit. 

According to Dov Gubrin, deputy CEO of the Shastovitz company: "Many consumers are looking for easy and tasty solutions to enrich their nutrition during the day, therefore the content world of sports nutrition in general, and protein snacks in particular, is becoming a popular and growing field for several years. In accordance with this trend, we decided to launch TODAY, a new home brand in Shastovitz that will be able to respond to the growing demand for quality and tasty products. The launch of TODAY's protein bars is the first step in the company's activity in the field of sports nutrition. These days we are working on developing additional categories that will respond to the rising demand among consumers."

According to Galit Bar, CEO of the Food and Health Division in Shastovitz: "The protein snack category in Israel is currently mostly aimed at the male audience, and professional exercisers. The TODAY brand brings real news to the protein snack category in Israel: a quality protein snack with an excellent ratio between protein and calories, and all this without compromising on taste. Today, one no longer has to be an avid marathon runner or a professional exerciser to enjoy a protein snack, and anyone can add protein to their daily diet easily, without effort and without remorse." 

According to Lilo Buchnik, a clinical and sports dietitian: "For the majority of the population, it is recommended to choose snacks with a high ratio of protein to the amount of calories. As a rule of thumb a good ratio is 1:10. that for every 1 gram of protein the snack will contain up to 10 calories. For example, a snack that contains 15 grams of protein is recommended to contain up to about 150 calories and a snack that contains 20 grams of protein is recommended to contain about 200 calories.”

 According to him: "In addition, it is recommended that the protein quality be high such as whey protein (WHEY), milk proteins, and soy protein. It is also recommended to choose snacks with reduced added sugar, fat and sodium." 

The protein snack market in Israel is estimated at about 100 million per hour and is growing at an average of 60% per year. Most of the sales of this category are in the pharmacy chains (30%), in the convenience stores (25%). The main format of the protein snacks is layers coated with chocolate cream, the leading flavors On the shelf are cookie cream, peanuts, chocolate and caramel. 

Recommended prices for the consumer: the layer series 14.90 NIS per unit The crispy series 12.90 NIS per unit Small snack 10.90 NIS per unit Available in selected marketing and food chains and points of sale throughout the country