Tnuva Launches Spelt Drink Amid Dairy Shortages
Amid ongoing shortages of cottage and white cheese, Tnuva is expanding its plant-based milk alternatives with a new spelt drink. The product features a "clean label" strategy, containing only four ingredients.
Amid the ongoing shortage of cottage and white cheese, particularly the 9% fat variety, Tnuva is focusing on its next innovation: a spelt drink. Developed at the Alternative factory, the product is designed to compete with popular oat, soy, and almond milk substitutes on the market.
The drink contains only four ingredients: water, spelt, coconut oil, and salt, aligning with Tnuva's new strategy for "clean labels" and minimal additives. While it boasts a refined, nutty flavor and creamy texture, the drink contains less protein than cow's milk and is not suitable for those with celiac disease due to its gluten content.
The "Clean Label" Strategy
Tnuva is currently positioning itself as a "beneficial nutrition" company. Following the December 2025 launch of its "Simple" soy drink, which features only three ingredients, the company is now expanding its chilled product range to include oat and spelt versions. Tnuva's vision for 2030 is to transition 20% of its products to cleaner labels while increasing the availability of items tailored to specific dietary needs.
Market Competition
Meanwhile, Strauss is gaining ground in the plant-based yogurt category, presenting a challenge to Tnuva's market dominance. Despite past difficulties with high-end functional products like the "Boost" drinks and "Gold" yogurt, Tnuva continues to innovate, recently launching items such as creatine-enriched beverages and specialized gluten-free baked goods.
