Tnuva obtained permission to sell 3% fat-rich milk at a higher price than the regulatory price

Tnuva recently requested and obtained permission from the state to sell 3% fat-rich milk at a higher price than the regulatory price. The drink that Tnuva is testing its marketing will compete with the enriched milk of Yotvata, Tara and Shufersal. The company received "approval to exclude products from similar commodities." Control applies to certain dairy products and similar products.
Price Supervisor Uri Bar Tzuk wrote to Tnuva that "I have accepted your position that this is not a commodity equivalent to a 3% drinkable milk in the carton subscribed to the order. He emphasizes that the product must be clearly differentiated and branded from a controlled 3% milk. He claims that the reason for his decision is with the approval given on August 5, 2014 to a 1% fortified milk that Tnuva already sells.
The 1% fat enriched milk of Tnuva, which thanks to Tnuva will start marketing 3% enriched milk, has the same nutritional values ​​of regular 1% milk as its price is controlled. However, the company adds 80mg of calcium, 1.3g of dietary fiber, 0.32mg of vitamin B12 and 1mg of vitamin D. Therefore, it does not receive a green mark for a healthy product, but it received an exemption in 2014 and is sold At a higher price than the regulatory price.
Terra Vitebeta's enriched milk products are also expensive compared to regular milk. Most of the Yotvata (Strauss) drinking milk is defined as enriched milk, so it is almost always sold at higher prices than the price of supervision.
Tnuva holds 49.8% of the dairy market. Israelis spend about NIS 700 million a year on milk.