Food importer NeoBrand has received exclusive permission to import the international vegan cheese brand Green Vie to Israel.
The brand's products are manufactured by Greek vegan food manufacturer GreenVie Foods, which offers the largest variety in the vegan cheese market.
Offering a wide range of products and in the initial stage, NeoBrand will import about 20 products in various segments such as semi-hard cheeses, specialty hard cheeses, spreads, sauces, and bulk dairy products.
NeoBrand will invest about 2 million shekels in the introduction of the new brand, and the products will be sold in various marketing networks. All the brand's products are vegan, based on plant ingredients, without preservatives, palm oil, and allergens such as gluten, lactose, soy, and nuts. They are enriched with vitamin B12.
GreenVie Foods was established in Greece in 2016 as a manufacturer of lactose-free vegan food products. The company employs about 100 workers and operates in 20 countries in Europe, Australia, and the Middle East. The brand's products are sold in leading marketing networks such as Spar, Tesco, Carrefour, Marks & Spencer, and more.
The alternative dairy market in Israel is estimated at around 607 million shekels per year (according to Storenext data for 2023). Since 2018, the alternative dairy market has experienced a growth of 118%. The solid products segment in the alternative dairy category is estimated at 156 million shekels in 2023. Despite the limited range of products it offers, the vegan cheese market in Israel has also experienced growth over the years.
Ra'ut and Kainin, owners of NeoBrand, state: "Since we established the company, we have been working to import a wide range of products for consumers in Israel, with an emphasis on innovation in catering to unique audiences, such as pizzas, pastas, breakfast cereals, snacks, and gluten-free pastries. Now, receiving permission to import the Green Vie brand is a natural continuation of our strategy, which aims to significantly expand the existing offering for 'reducers' in Israel. The demand for such products has grown in recent years, and unlike the alternative milk category, the existing product offering in the market is limited and insufficient. The new brand provides consumers with a true range of high-quality vegan cheeses, without compromising on taste and texture, and a significant opportunity for kosher observers who are particular about separating dairy and meat but can now enjoy the same experience without dairy with products like Parmesan-style cheese, tzatziki spread, manchego, blue, Greek feta, shredded mozzarella for pizza, and more."
NeoBrand is a young and innovative food importer established in 2017 by former senior figures in the food and catering market. The company was founded by Ra'ut and Kainin, who previously held key positions in leading food companies such as Osem and Vilifood, and Mor Atias, who served in key roles in the trade and sales sector at Tafogen, Neto, and Vilifood. NeoBrand has exclusive imports of brands such as Tottis, Tiny Donuts, Zero Candy, the Italian pasta brand Farabella, original Milka and Oreo donuts, as well as gluten-free products like Crisp brand pizzas. NeoBrand also exclusively imports private brands for local manufacturers and marketing networks.