The protein drinks category, intended mainly for athletes and trainees, is also gaining momentum in Israel. In recent years, more and more brands have begun offering nutritious products that enable convenient, ready-to-use protein consumption – Which is leading to an increase in the number of launches and greater variety in flavors and textures reaching the shelves.
As part of this trend, Tnuva is launching the GO protein drink series with added creatine – A nutritional ingredient that has been gaining popularity in the world of sports nutrition for years. The series includes two flavors – Coffee and chocolate – In 340 ml bottles, with each drink containing 25 grams of protein, 2 grams of creatine and 140 calories, with no added sugar.
Creatine is one of the most talked-about dietary supplements in the sports world in recent years. It is a natural organic acid found in the human body, mainly in muscle, and is used to supply energy during intense physical activity. Until now, creatine has been consumed primarily as a powder supplement, but in recent years a few food companies worldwide have begun incorporating it into ready-to-consume food products.
According to a Future Market Insights report, the global creatine supplements market is valued at approximately $640 million in 2025 and is expected to reach approximately $2.17 billion by 2035, at an average annual growth rate of approximately 13%. In the United States as well, a continued upward trend is being recorded: Between 2020 and 2025, the rate of creatine use increased by approximately 6% per year, and approximately 15% of consumers report that they use sports nutrition products containing the ingredient.
Michal Tamari, head of the marketing division at Tnuva, noted that this innovation makes a nutritional ingredient that until now was mainly available as a powder supplement more accessible to consumers, while combining convenience, flavor and a texture adapted to the daily routine of trainees. “In an era in which athletes and trainees are looking not only for quality nutrition but also for added functional value within their daily routine, creatine is becoming one of the most intriguing and leading ingredients in the world of sports nutrition. As early as about a year ago, we identified its potential as a groundbreaking ingredient, and we led a comprehensive and complex development process based on expertise, knowledge and numerous trials until the product was perfected,” she concludes.
