Tnuva enters a surprising market: the company's new product series

Tnuva is examining entry into the pet food market, in parallel with preparations for launching a series of products in the field of vitamins and nutritional supplements. According to a report in 'TheMarker', these moves are part of the company's strategy for the coming years, approved by the board of directors based on recommendations from the business consulting firm TASC, which has been advising Tnuva since Gadi Konia took the position of CEO.

The company is looking for additional growth sources after benefiting from product price increases in recent years and higher sales against the backdrop of the war, which led to increased home food consumption. At the same time, the decrease in the price of raw milk in the economy during this period contributed to the improved financial position of Tnuva, which is the largest dairy in Israel and the largest purchaser of raw milk from farmers.

Entry into these new fields may significantly expand Tnuva's points of sale. Alongside food chains, activity in the pet food sector will require presence in pet supply stores, while vitamins and nutritional supplements will allow the company to operate in pharmacy chains and other sales channels. In the vitamin sector, the company expects to face competition from personal imports, including through sites like iHerb.

Tnuva finished 2025 with a profit of about 500 million shekels and a turnover of 7.9 billion shekels, compared to a profit of 480 million shekels and a turnover of 7.8 billion shekels in 2024. These new measures come alongside other efficiency changes, including the decision to stop local production of 'Olivia' spreads at the Rehovot factory and continue marketing the brand through imports from abroad. About 20 factory employees are expected to receive offers for alternative positions at other Tnuva group facilities.