Osem-Nestle Launches Multi-Million Shekel PRO FIBER Product Line
Osem-Nestle is investing tens of millions of shekels to launch PRO FIBER, enriching everyday products like snacks, pasta, and hummus with protein and dietary fiber.
Osem-Nestle is launching a massive multimillion-shekel initiative to enrich its flagship products with protein and dietary fiber under the new PRO FIBER brand. The vast majority of these items will be manufactured at the company's local plants in Israel following necessary production adjustments, while a smaller portion will be imported from abroad through Nestlé global brands.
In the initial rollout phase, the company will introduce baked snacks and crackers under the Fitness brand, alongside Tivall vegetarian schnitzels. Throughout 2027, the product lineup will expand significantly to include Tsubar and Osem items such as hummus, tahini, pasta, ptitim, couscous, instant meals, Bamba, pretzels, Pti-Ber, and Leḥmit.
Osem enters a rapidly growing market segment currently led by competitors like Strauss Group and Tnuva, which have heavily expanded their footprint through high-protein brands such as Danone PRO and GO. While competitors largely focused on dairy, Osem is bringing protein and fiber integration directly into everyday pantry staples.
According to European nutritional labeling regulations adopted in Israel, a product qualifies as a source of protein when at least 12% of its caloric value comes from protein, and as high-protein when reaching 20%. For dietary fiber, a source must contain at least 3 grams per 100 grams, whereas high-fiber products require a minimum of 6 grams per 100 grams.
A consumer survey conducted by Kantar in October for Osem-Nestle revealed that 48% of Israelis aged 18 to 65 actively maintain a high-protein diet, compared to 34% focusing on fiber. However, 85% could not identify the recommended daily fiber intake, and 61% were unaware of their necessary protein requirements.
Osem-Nestle CEO Avi Ben-Assayag noted that consumer research highlights a growing interest in nutrition alongside a notable gap in practical knowledge. "Nutritional innovation must be embedded into familiar, accessible products for the general public rather than remaining confined to niche specialty categories," Ben-Assayag emphasized.
