Tnuva establishes seventh controlled milk carton line

In anticipation of Shavuot, Tnuva has announced the establishment of an additional controlled milk carton line in the second half of 2024, with an investment of approximately NIS 42 million. This marks the seventh carton line currently being established at the Rehovot dairy farm, the largest dairy farm in Israel.

Over the past five years, Tnuva has expanded its controlled milk production lines at the Rehovot dairy farm from four to seven, with an investment of approximately NIS 135 million. The total investment in Tnuva's production lines since 2015 stands at approximately 2 billion shekels.

According to Anat Gross Schon, Deputy CEO of the Tnuva Group and Manager of the Business and Growth Division: "Tnuva is responsible for the production and supply of approximately 70% of controlled dairy products in the State of Israel, playing a significant role in ensuring food security and providing nutritious and healthy nutrition to the public.

"In recent years, Israel's food security has faced significant challenges, both due to geopolitical events and global challenges such as climate change, as well as the security situation in Israel. We are aware of the responsibility placed on us and constantly work to strengthen our production and supply capabilities, while investing consistently in development and infrastructure."

"Alongside continued investments in controlled production lines, we continue to develop the foodtech and innovation sectors of the group, focusing on product innovation and adapting products to the taste of the Israeli consumer," added Gross Schon.

Increased demand for milk substitutes and protein-enriched products

As Shavuot 2024 approaches, there is noticeable growth in demand for protein-enriched products and milk substitutes, alongside growth in culinary and cream cheese markets.

Michal Betzer, Marketing Manager at Tnuva, surveys trends in the industry over the past year. According to StoreNext data (January-April 2024 compared to January-April 2023), there is continued growth in market drivers, milk substitutes, and protein-enriched products. Betzer notes that the company recently launched '+TNUVA', shots in 100 ml size containing functional ingredients and based on fruit and vegetable juices. This launch aligns with the health trend, another long-standing trend in the food market.

The demand for protein continues to gain momentum: "We are witnessing an increase in demand for protein-based products, with a 16% categorical increase in protein consumption from January to April 2024. The demand for protein products is driven by athletes and anyone involved in physical activity. Research shows that two-thirds of consumers in Israel engage in physical activity regularly and incorporate protein solutions into their diet," said Betzer. In the past year, Tnuva has launched a variety of innovative products such as Beigela GO, airy yogurt with 20 grams of protein, yogurt drink with 42 grams of protein, and recently, GO frozen dessert in the ice cream freezer.

The milk substitute category continues to expand: Betzer noted further, "The entire milk substitute category has seen a 7% quantitative increase from January to April this year, and it seems to continue growing in the coming years. Tnuva continues to expand its 'Alternative' product offering, and this year, it has launched a variety of beverages and desserts in new flavors."

The cream cheese category is flourishing: According to Betzer, "The plant-based cream cheese category has seen a quantitative increase of 8.8% since the beginning of 2024 compared to the same period last year, with the cream cheese segment leading the growth. The increase in the consumption of high-fat products correlates with a variety of popular diets, alongside the pampering trend which continues to grow. Cream cheeses also resonate with the culinary world, which has been growing since the Corona period and has seen another leap in the past half year as Israeli consumers spend more time at home and cook and bake more."

Innovations for Shavuot

"We are expanding Tnuva's collection of special and salty cheeses for the holiday, offering the public the opportunity to try new flavors and formats of familiar products, including in the field of substitutes. On the occasion of the holiday, selected sales points will offer benefits and promotions on a wide range of Tnuva products, including special cheeses, salty cheeses, cheese crumbles, cream cheeses, and more," Betzer added.

New products from the Collection series: triangles in Cheddar / Gouda flavor - processed cheese with Cheddar flavor containing 25% fat including 16 units. Promaz with garlic flavor / Gouda - processed cheese from goat's milk with 25% fat.

New products from the Piraeus series: Dreamy Cypriot with chili pepper coating from Dodoni dairy, labneh balls in olive oil.

New products from the White Chef series: Cooking cream 23% - rich in flavors, creamy and perfectly coats the pasta.

New products from the Sunfrost series: peeled and chopped potato cubes - peeled and chopped potato cubes serve as another solution from Sunfrost to shorten kitchen work time. Suitable for making pies, stews, and soups.

Special edition products for Shavuot: Napoleon Zaatar cheese, slices of yellow 'Alternative' seasoned with tomato, garlic, and basil from Alternative, refined Bulgarian slices from Piraeus, 500 gram mozzarella crumbles, 600 gram valley crumbles, grated cheese, onion medley from Sunfrost - sliced purple onions and frozen white onions sliced into rings, vegetable medley for pie from Sunfrost, phyllo dough from Maadanot and mini cheese bourekas from Maadanot.