Tnuva increases the milk market with children’s Milk V

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Tnuva increases the milk market with children’s Milk V

May 24
10:57 2011

Tnuva, Israel, has launched Milk V for children. With double the calcium content — the highest level in the Israeli market  — and increased levels of vitamin D, Milk V relies on the unique CapsuDar® vitamin D solution provided by LycoRed, Israel, which was involved in the development of the product.


Tnuva, the leading dairy company in Israel created Milk V for children, with twice the calcium content of regular dairy milk on the market and 1.5 mg of daily vitamin D in one serving. Intensive market research by Tnuva shows that one of the most important health benefits for children is bone health, essential for normal development. Vitamin D and calcium are two well-documented nutrition elements crucial for growth and bone health. A glass of Milk V contains 400 mg calcium (at least 30% of the DRI) as well as the increased vitamin D.


Vitamin D is highly susceptible to oxidation and needs to be formulated in a way that protects the active ingredient. This customized formulation is structured for pasteurizing and performs well under a wide range of pH. LycoRed uses exclusive technologies to ensure highly stable vitamin D formulations. CapsuDar vitamin D formulation is microencapsulated food grade cold water dispersible, protecting it from oxidation.  All ingredients of the CapsuDar formulations are GMO and allergen free.

CapsuDar vitamin D is highly stable in high temperatures, making it a perfect choice for many food applications,” explains Udi Alroy, V.P. Global Marketing and Sales at LycoRed. “The major challenge in dairy fortification is to stabilize minerals and vitamins during the homogenization and pasteurizing processes. The result is an active ingredient, stable across a wider pH range that works well with pasteurized products and with a significantly longer shelf life.”

Tnuva leads the milk market in Israel with 72.4% market share (2010). In the premium milk category, Tnuva held a 43% market share (2010). Milk V is a good candidate for increasing Tnuva market share in this category.


“The technology to enrich milk products with high levels of vitamin D and calcium enabled us to offer our consumers a unique value-added nutritious product,” says Noga Schwartz, Health & Wellness Department Manager at Tnuva Dairy Division.


“LycoRed specializes in fortification solutions for dairy products,” explains Alroy. “Manufacturers can’t afford to risk negatively impacting taste or aroma when they fortify their products. Our fortification capabilities allow us to combine ingredients without cross-interaction, creating a more neutral flavor profile demanded by functional foods. Consumers are looking for easy, tasty and healthy products. LycoRed was proud to help Tnuva to meet this challenge.”


About Tnuva

Starting as a cooperative of agricultural producers in 1929, Tnuva has become Israel’s largest food conglomerate.
Tnuva specializes in various types of fresh food, chilled and frozen, maintaining a partial or complete chain of production, marketing and distribution to the end consumer. It’s largest division is the dairy division holding approximately 60% percent of the dairy market in Israel.

About LycoRed


LycoRed is a science-based company with regional facilities in the U.S., Europe and Israel. It supplies natural carotenoids and a wide range of other nutritional and colouring ingredients to the dietary supplement, functional food & beverage and nutricosmetic industries worldwide.

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