The protein products category in Israel continues to expand and move beyond the confines of the sports world. The protein brand TODAY by the company Schestowitz, which entered the market about a year ago and is sold in grocery and pharmacy chains, is now launching an official sales website that enables direct purchase of its products online as well.
The move joins a broader trend in the food market, in which brands seek to strengthen a direct connection with consumers and adapt to changing shopping habits, including a growing shift toward digital purchases. The new website offers not only sales, but also nutritional information and content aimed at helping consumers better understand the products and their place in everyday routines.
Not only for athletes
In recent years, protein bars and protein powders have become a common snacking solution among diverse audiences—employees, parents, and consumers looking for a lower-sugar and more nutritious alternative. The category is undergoing a process of mainstreaming, with increasing emphasis on taste, convenience, and nutritional transparency.
TODAY operates in this arena with a range of sweet and savory protein bars and protein powders, with an emphasis on a relatively high protein-to-calorie ratio compared to the category. The move to a direct sales website allows the brand to present its full product portfolio and provide a broader nutritional context to the consumer.
Alongside the expansion, nutrition experts remind that protein products are not a substitute for a balanced diet, but rather a supplement that can suit a busy routine when chosen thoughtfully. Even products perceived as healthy require checking ingredients, sugar, and calories.
The launch of TODAY’s sales website reflects the growing competition in the protein market and brands’ efforts to differentiate themselves not only through shelf presence, but also through consumer experience and digital presence—in a world where shopping, information, and nutrition meet in one place.