Food and beverage company Strauss Group is set to introduce an animal-free dairy range in Israeli retail for the first time.
The product line – called CowFree Symphony cream ‘cheese’ and Yotvata CowFree drink – is made with ImaginDairy’s BLG protein, which is said to be identical in composition to one of the key proteins found in cow’s milk, but produced through the less energy-intensive process of precision fermentation
The two dairy alternative products are landing on shelves ‘in the coming weeks’ according to the manufacturer. Because they are made with a dairy-identical milk protein, these would be kosher and vegan-friendly but not suitable with people with milk allergies.
Additional products in the CowFree line are expected to follow.
ImaginDairy has been contacted for comment. The company posted the following statement on LinkedIn:
“Imagindairy?? We need to change our name! We no longer need to imagine, this is real!
“We’re beyond proud to join forces with Strauss Group in officially launching its [cow-free] product line earlier today.
“This moment is especially meaningful to us as it comes after overcoming many obstacles along the way, proving that determination and belief can turn vision into reality.
“It’s a historic first step in bringing animal-free dairy to consumers, a proof that precision fermentation can deliver the taste, texture, and joy of dairy, without the cow.
“To our incredible, devoted team, investors, partners, supporters and friends: a BIG thank you for believing in this vision and helping us make it happen! This is only the beginning.”
Barak Weinstein, head of Strauss Neo, noted: “CowFree products are set to transform the dairy consumption experience and redefine the category.
“This product line, created with unique technology, represents a turning point in the food industry. It is a category that bridges technological innovation and culinary excellence.
“The new products provide fresh solutions for a wide range of consumers whose needs have only been partially addressed until now. Yotvata and Symphony CowFree bring consumers great taste and high-quality protein, and open new possibilities for those who separate meat and dairy, as well as for vegans.”
Shai Babad, President and CEO of Strauss Group, said: “The announcement we are making today...is part of a series of innovative initiatives led by Strauss as part of our strategy execution.
“Our investment in advanced food technologies, and our ability to make them accessible to everyone, reflect both our expertise and our purpose. Our success is measured not only by business results but also by the positive impact on the community and Israeli society. We will continue to advance the food industry in Israel through innovation, excellence, and social responsibility.”
Ariella Schiffenbauer Weiss, GM of Strauss Dairies, added: “The launch of CowFree marks another stage in the evolution of our dairy operations, as part of our vision to listen to our consumers and provide them with a wide variety of choices for every need and every occasion. We are committed to continuing to surprise and delight with tasty, innovative, and nutritious products-giving consumers true freedom of choice.”
Cow-free revival?
The announcement of a new range of consumer products made with cow-free dairy ingredients is a market-first in Israel: but can this breakthrough inspire a revival in the global category?
In the US, Circana recently told us that key animal-free dairy SKUs have disappeared from shelves, and that there is consumer confusion about what the segment represents. In the past, price sensitivity has also impacted purchasing, as have negative consumer perceptions.
But the Israeli market is ripe for innovation - and could prove to be the launchpad the broader industry needs to move forward. In addition to ImaginDairy, Remilk also holds authorization to market its non-animal dairy products in Israel. One of the company’s investors Aliya Capital Partners teased that ‘big things are definitely cooking’ as it visited the start-up’s facility last month.
Israel has also given cell-based meat the green light, handing local start-up Aleph Farms authorization to sell its cultured meat in the country. The start-up is currently fundraising as it looks to optimize its technology and produce whole cuts more affordably.
Cultivated meat is deemed to be kosher by Israel’s Chief Rabbi because the product does not come from a slaughtered animal and does not have blood, even though it has a trace of stem cells from an animal source.
The same can be applied to Strauss Group’s new animal-free dairy range: the Yotvata CowFree drink will be certified under ‘Rubin’ Mehadrin kosher standards, while Symphony CowFree will carry Rabbanut kosher certification.
Ultimately, it would be down to retailers and consumers whether either animal-free meat or dairy will succeed: but the opportunities are there for manufacturers to push the categories forward in Israel.
