Another large company entered competition in the plant market, which last year rolled in about NIS 327 million • Tnuva CEO: "Plant protein substitutes - a major growth engine"
Tnuva Logistics Center
Photo:
Reuters
After the Nestle barn launched the Sensational meat substitutes brand, Tnuva will compete with it through the British meat substitutes brand called Meatless Farm.
In the first phase, it will launch Tnuva, burgers and minced meat from Mittels Pharm, and later other products, all vegan, gluten-free and cholesterol-free, and used as a source of dietary fiber along with high levels of protein.
The products will be marketed in retail chains nationwide, as well as in the professional market, including restaurants, cafes and burgers.
The price of the hamburger will be NIS 24.9-29.9 per package, and NIS 29.9-34.9 for minced meat.
The plant-based food market in Israel generated about NIS 327 million in 2020, an increase of about 17% compared to 2019.
Most of the increase was due to meat-like products that grew by 29% compared to 2019 and reached NIS 97 million, with hamburgers and minced vegetables being a key growth engine.
Global estimates are that by 2030, meat-like products will account for about 10% of global meat consumption.
Meatless Farm, founded in 2016 by Morten Toft Bach, is a British company that specializes in meat substitutes, focusing on meat-like flavors and textures.
All of the company's products are based on pea and soy proteins, gluten-free, without added preservatives, vegan and used as a source of dietary fiber along with high protein levels.
The company has a registered patent thanks to which it gives the products the texture and appearance of beef.
"Tnuva has become a leading player in the field of milk substitutes"
Tnuva CEO Eyal Melis said that “the move is part of Tnuva's strategy that defines the field of plant protein substitutes to prevent the group's major growth.
In recent years, the company has become a leading player in Israel in the field of milk substitutes, under the 'Alternative' brand, and the launch of meat substitutes is another step in expanding its activity in the field of plant-based protein substitutes in the coming years. "
Eli Ben Lulu, CEO of Tnuva's Food Division, added that "the world of meat substitutes is on a growing trend in the world and in Israel, both due to functional needs and due to lifestyle changes."
