Tnuva launches Vanilla Flavored Oat Drink Limited Edition

Plant-based milk alternatives are the sixth-largest category in the milk refrigerator. Plant-based beverages have a high penetration rate of 50% - every second household in Israel has a plant-based milk alternative.

In recent years, there has been a growth in demand for oat-based beverages, with oat-based drinks accounting for 43% of the entire milk alternative category in Israel, according to StoreNext data. They grew by 29% in 2023 compared to 2022.

Tnuva Alternative's oat drink is the best-selling milk alternative in Israel, replacing the entire milk section in the refrigerator.

Tnuva's new beverage from the Alternative milk category is part of the Brista series, with a delicate taste and aroma, and excellent froth in coffee. It joins other oat-based Alternative beverages, including the classic oat drink and walnut-flavored oat drink, as well as Irish Cream, which was launched last winter as a limited edition and returns to shelves this season, among others.

Yael Atias, the manager of the business unit at Tnuva's marketing department, says: "The plant-based milk substitute market is experiencing steady growth, with oat milk beverages surpassing soy milk beverages in popularity. One liter of 'Tnuva Alternative' oat milk is the highest-selling milk substitute in Israel and has even reached 12th place among all dairy products in the milk fridge. This is an exceptional achievement for a substitute product. The reason for this is that plant-based beverages have a unique taste and are very suitable for those who avoid dairy and keep kosher. They can be easily incorporated into coffee or cornflakes, with a variety of flavors for daily consumption."

Oat milk with vanilla flavor, 1 liter. Price range according to the Pricez website: 6.95-15.60 shekels. Available at food chains and retail outlets throughout the country.