Osem to invest tens of millions of shekels in a new field

Osem-Nestlé is launching the PRO FIBER series with an investment of tens of millions of shekels, enriching familiar products with protein and dietary fiber. The first phase includes Fitness snacks and Tivall schnitzels, with additional products to follow.

Osem-Nestlé Group is launching a new initiative with an investment of tens of millions of shekels, under which its familiar products will be enriched with protein and dietary fiber under the PRO FIBER brand. In the first phase, baked snacks and crackers from Fitness and vegetarian schnitzels from Tivall will be launched. During 2027, the series will expand to additional products from Tzabar and Osem, including hummus, tahini, pasta, ptitim, couscous, instant meal, Bamba, pretzels, Petit Beurre, and Lachmit. Competitors Strauss and Tnuva have already expanded their activities in the protein field. According to a Kantar survey, 48% of Israelis maintain a protein-rich diet, but 85% did not know the recommended daily amount of fiber. Osem-Nestlé CEO Avi Ben Assayag said that nutritional innovation should be part of the products familiar to the general public.