Good news for lactose sensitive: Israeli company Strauss launches innovated new milk alternative

The Strauss Group, one of Israel's largest food manufacturers, launched on Wednesday a new line of milk alternatives called "Cowfree," made from BLG protein.

This is a development that mimics the protein in milk but is plant-based and imitates its taste. The products contain no lactose, which is present in regular milk, but retain the benefits of protein.

"For the first time, people will eat a product that behaves like milk. We aim to offer a product that provides a very similar experience and taste to milk. This won’t become the biggest category in Israel overnight – it will build over time," Strauss CEO Shai Babad said, referring to the company’s new product line.

Babad shared that over the past two and a half years, the company has focused on its core business, and in recent months, "we've gone on the offensive in everything related to diverse innovation."

He also revealed that today, for the first time, a milk alternative factory will be inaugurated in the north.