Israeli food conglomerate Strauss Group is about to launch a line of “animal-free” dairy products in its domestic market.
First out the blocks are CowFree Symphony cream cheese and the Yotvata CowFree drink, which have been produced in collaboration with Imagindairy, an Israel-based animal-free protein start-up.
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Strauss said in a statement that the two products “will be available in retail stores across Israel in the next few weeks”, with additional items expected to follow.
The new offerings are aimed at various consumer groups, including vegans, those who are lactose intolerant, and individuals who avoid mixing dairy and meat.
Ariella Schiffenbauer Weiss, GM of the Strauss dairy business unit, said: “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.”
Imagindairy, which was set up in 2020 and produces alternative proteins using precision fermentation, said in a LinkedIn post the collaboration with Strauss marked a “historic first step in bringing animal-free dairy to consumers”.
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By GlobalDataSince the animal-free protein in CowFree is “structurally identical” to beta-lactoglobulin (BLG), a key component of cow’s milk, the products are not suitable for individuals with milk-protein allergies, Strauss explained.
Imagindairy added: “We are beyond proud to join forces with Strauss Group in officially launching its CowFree product line.
“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.”
The CowFree drink under the Yotvata brand will be certified under the Rubin Mehadrin kosher standard and the Symphony cream cheese will be certified kosher by the Rabbanut authority.
Strauss said it becomes the “first company” in Israel, and among the early adopters globally, to introduce precision fermentation-based dairy alternatives in the refrigerated section of local supermarkets.
In 2023, Imagindairy received backing from Danone Manifesto Ventures, the corporate venture arm of France’s Danone.
While the investment amount was not disclosed, the French dairy major said: “Given its [Imagindairy’s] strong research-driven approach, we believe Imagindairy has the power to be a successful company in this emerging space. We look forward to developing strategic collaboration projects with Imagindairy to learn more about this pioneering space.”
