Vegans, vegetarians, or just looking for variety? New products to brighten your summer

In response to the growing market for alternative products, several leading food companies are expanding their operations in this sector. Of Hagalil is entering the meat substitute market for the first time, launching products under the brand Instead. These include 11 vegan products tailored specifically to the Israeli palate in the categories of meat, chicken, and fish.

The products are manufactured by the Dutch company Future Food Group, which distributes its products across Europe. Taste tests conducted on these products showed they outperformed leading premium category meat substitutes. The recommended retail price is NIS 21-30 for packages of 160-227 grams.

Tnuva is expanding its Alternative beverage line and launching White – a refined oat-based drink that closely resembles milk in taste. According to StoreNext data, the plant-based milk beverage market continues to grow and is expected to reach around NIS 670 million in 2024, compared to approximately NIS 624 million in 2023. The price range for a 1-liter drink is NIS 9.9-15.9.

Michal Betzer, the company's marketing manager, stated that "Tnuva continues to innovate and offer new solutions to the Israeli consumer. The concept of variety and personal choice is now common even in the milk category, with almost every household or office refrigerator containing a wide range of milk beverages."

Strauss Group is launching the Alpro drink in a summer edition. This is a new flavor in the "Ice Coffee" series, based on oats and serving as a source of fiber, calcium, and vitamins.