Shastowitz's Ddebut: Sports nutrition launches today with superior protein bars

The food division from 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 highly innovative protein bars that offer an extremely low protein to calorie ratio of 1:10 (lots of protein and low calories), suitable for women and men as a recovery bar after a workout and as a snack throughout the day, all with 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, and in collaboration with manufacturers specializing in sports nutrition from England and Canada.  

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

Layer Series: A rich three-layer bar coated in excellent chocolate, with no added sugar, flavored with cookie cream, salted caramel and cinnamon pie. Nutritional values per single bar (65 grams): 22 grams of protein derived mainly from milk proteins and high-quality WHEY protein, only 200 calories and about 5 grams of dietary fiber. 

Crispy Series: A unique rice-crackling snack in Israel, gluten-free and nut-allergen-free. Chocolate and banana chocolate chip flavors. Nutritional values per single bar (42 grams): 15 grams of protein derived mainly from milk proteins and high-quality WHEY protein, only 150 calories and about 8 grams of dietary fiber. This series also has a small 100-calorie control snack bar.

According to Dov Govrin, Shastowitz Deputy CEO: "Many consumers are looking for easy and tasty solutions to enrich their nutrition during the day, and therefore the world of sports nutrition content in general, and protein bars in particular, has become a popular and growing field for several years. In line with this trend, we decided to launch TODAY, a new house brand in Shastowitz that can meet the growing demand for quality and tasty products. The launch of TODAY protein bars is the first step in the company's sports nutrition efforts. We are currently working on developing additional categories that will meet the rising demand among consumers."

According to Galit Bar, CEO of the Food and Health Division at Shestowitz: "The protein bar category in Israel today mostly appeals to the male audience and professional exercisers. The TODAY brand brings real news to the protein bar category in Israel: a high-quality protein bar with an excellent ratio of protein to calories, all without compromising on taste. Today you no longer need to be an avid marathoner or professional trainer to enjoy a protein bar, and anyone can add protein to their daily diet easily, effortlessly and without compunction."

According to Lilo Buchnik, clinical and sports dietitian: "For most 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. For every 1 gram of protein the bar will contain up to about 10 calories. For example, a bar that contains 15 grams of protein is recommended to contain up to 150 calories and a bar that contains 20 grams of protein is recommended to contain about 200 calories.  He said: "In addition, it is recommended that the quality of the protein be as high as whey protein, dairy protein, and soy protein. It is also recommended to choose snacks reduced in added sugar, fat and sodium."  

The protein bars market in Israel is estimated at NIS 100 and grows by an average of 60% per year. Most sales of this category are in pharmacy chains (30%), convenience stores (25%). The main format of protein bars is layers coated in chocolate cream, the top flavors on the shelf are cookie cream, peanuts, chocolate and caramel.

Recommended retail prices: 

Series of layers ₪14.90 each

Crispy Series ₪12.90 Each

Mini bar ₪10.90 each

Available at selected retail and food chains and points of sale throughout the country.