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Tnuva is rolling out its “Vegetarian Series", the first product line developed
at its new R&D Center for Alternative Protein: plant protein-based
chicken and beef alternatives at an investment of around NIS 7 million
Tnuva announced today the launch of the first product line developed at Tnuva's new R&D Center for Alternative Protein in Rehovot: the ‘Vegetarian Series’ – plant protein-based chicken and beef alternatives. About NIS 7 million was invested in the development and in the new production line of the products, which were manufactured at the alternative plant in the north of Israel. The launch of the series is another significant step forward in realizing Tnuva's growth strategy in the alternative protein arena , which it leads in the Israeli market
Three products in chicken, beef and shawarma flavors from Tnuva’s ‘Vegetarian Series’ will be launched in the first phase, and will be marketed in the coming weeks in the frozen foods section of supermarkets and points of sale. The products are rich in protein and will contain about 20 grams of protein per 100 grams.
Anat Gross-Shon, CEO of Tnuva’s Dairy Division, who is leading the alternative protein growth strategy at Tnuva: “Tnuva is a pioneer in the alternative protein field in Israel. Just in the last decade, we invested over NIS 250 million in R&D and production of alternative protein products. Tnuva has expanded its activity in the field in recent years, both in terms of investments and collaborations in the local food-tech sector and by selling know-how to international corporations. The expertise that Tnuva has gained over twenty years in the alternative protein space and its deep familiarity with the taste of Israeli consumers has enabled us to offer products today that best cater in terms of taste and texture to a growing number of Israelis, who are reducing their consumption of chicken and beef and looking for a solution for non-animal protein meals.”
According to StoreNext data, the plant-based meat alternative market generated revenues of NIS 330 million last year. Many Israelis describe themselves as reducing their consumption of animal-based food and incorporating plant-based protein products in their diet.
Pnina Sverdlov, Chief R&D and Projects Officer of the Tnuva Group: “Today we bring tidings in the category of plant-based chicken and meat alternatives. The development of the products took over two years, with emphasis on getting the taste and texture to most closely resemble chicken and beef and to obtain a nutritional values like protein, B12 and iron. Tnuva has the technological capabilities, manufacturing infrastructure and a deep understanding of consumer taste in general and of Israeli consumers in particular. This enables us to offer innovative products combined with cutting-edge ingredients and production technologies. These capabilities enable us to cooperate in the international arena as well."
Photo: The Vegetarian Series Credit: PR
