Rotem Sela's Brand Better Launches Israel's First Colostrum Supplements
Israeli wellness brand Better is launching the country's first colostrum-based supplements, developed in partnership with biotech firm MAOLAC. The products aim to enhance energy, skin vitality, and digestive health.
Just two months after its official launch, the wellness and dietary supplement brand Better—founded by Israeli actress and presenter Rotem Sela and Chemipal Brands CEO Yonatan Gal—is introducing two pioneering colostrum-based supplements to the Israeli market. Known globally in the wellness sphere as "golden milk," colostrum is the nutrient-dense initial milk produced by mammals in the days following birth, having emerged as a leading health and beauty trend across the United States and worldwide.
The first product in the premium line is Better Colostrum, delivered in a capsule containing a targeted complex of selected proteins. In a consumer study conducted in Israel among 100 participants who consumed colostrum for four weeks, over 60% reported increased energy and vitality, 55% noted improvements in skin appearance, and 81% reported general digestive health improvements, with some positive effects emerging as early as the first week.
The second product, Better Colostrum Comfort, is a specialized capsule featuring an enhanced protein complex focused on gastrointestinal wellness. A consumer study of 100 participants over four weeks showed that over 70% reported relief from digestive issues such as gas and bloating, while 67% noted a reduction in abdominal pain. An additional unreleased clinical study of 90 participants demonstrated that an eight-week intake of the core component improved digestive symptoms, enhanced the microbiome, increased beneficial bacteria, and reduced harmful bacteria.
The global colostrum market is currently valued at $3.2 billion and is projected to reach $5.7 billion by 2035. Bringing this trend to Israel, Better relies on proprietary technology developed by the Israeli biotech firm MAOLAC. MAOLAC isolates bioactive proteins from bovine colostrum with up to 95% similarity to human breast milk, offering seven times higher efficiency than standard colostrum while remaining lactose-low. The production process adheres to strict animal welfare standards, utilizing only excess colostrum after newborn calves have been fully fed.
Better Colostrum is priced starting at 127.90 NIS for 30 capsules, while Better Colostrum Comfort starts at 164.90 NIS for 30 capsules. The products are available exclusively at Super-Pharm branches nationwide, the Super-Pharm online store, and the official brand website.
