Tnuva Enters Dietary Supplement Market with New Microbiome Brand HOLIS

Tnuva is expanding beyond traditional supermarket aisles and entering the wellness sector with the launch of HOLIS, a new brand of microbiome-based dietary supplements. The company is introducing 11 products across nine categories, priced between 60 and 190 shekels per unit, with sales initially rolling out exclusively through Super-Pharm.

Strategic Expansion and Partnerships

The move into dietary supplements stems from a strategic growth plan formulated by the TASC consultancy firm, which Tnuva enlisted in 2024 to identify new revenue streams and international expansion opportunities. The HOLIS formulas were developed in collaboration with international R&D firms ADM and AB BIOTICS, while development and marketing are led by Tnuva's subsidiary, Feed, which specializes in functional ingredients.

Tnuva CEO Gadi Kunia dismissed criticism that the dairy giant is prioritizing high-margin ventures while basic products face shortages on shelves. "There is no shortage of milk on the shelves. We have invested over 200 million shekels in the past four years in machinery dedicated exclusively to price-controlled milk," Kunia stated.

Scientific Focus on the Microbiome

The new product line utilizes advanced microbiome research, combining probiotics, prebiotics, postbiotics, vitamins, and minerals tailored to specific health needs, including oral health, women's wellness, immune support, child health, stress management, and athletic performance.

"Tnuva has evolved alongside consumer nutritional needs throughout its 100-year history. Holis is another layer in our functional food operations, expanding our work in beneficial nutrition into dietary supplements," said CEO Gadi Kunia.

According to data from Statistics Market Research Consulting cited by Tnuva, the global market for microbiome-supporting ingredients was valued at 311.6 million dollars in 2025 and is projected to reach 1.6 billion dollars by 2032.