Valsoia is accelerating plant-based innovation and targeting the most dynamic segments of the yogurt market with the launch of two new products under the “Valsoia Bontà e Salute” brand: “KEF Valsoia,” the first 100% plant-based alternative to drinking kefir, and “Valsoia Skyr Style,” a skyr-inspired offering designed to meet the growing demand for high-protein, wellness-focused products.
The Bologna-based company, one of Italy's pioneers in plant-based nutrition, is thus strengthening its position in the health food sector by focusing on two categories experiencing sustained growth within the yogurt market. According to NIQ data, kefir reached a value of €286 million, up 52% in March 2026 compared to the same period last year, confirming its position as the most dynamic segment in the industry.
KEF Valsoia fits into this context, a new product that combines the company's historic experience in plant-based products with the expertise acquired through Krepko, a leading kefir brand in Slovenia, acquired by Valsoia in recent years. The new product offers a completely plant-based recipe that retains the distinctive elements of traditional kefir thanks to the use of grains with yeasts and live cultures cultivated through a plant-based process.
The result is a creamy, smooth beverage, developed in a 250 ml format, the most popular on the drinkable kefir market. Three flavors are planned for launch: white, tropical mix, and blueberry.
Alongside kefir, Valsoia is also entering the skyr segment, a category that is showing significant growth thanks to consumers' growing attention to functional, protein-rich foods. The skyr market is currently worth €22,3 million, up 27% compared to the previous year.
To address this trend, the company is launching Valsoia Skyr Style, a plant-based product characterized by a smooth, firm texture, high protein content, low fat, and zero sugar. The product will be available in a 250-gram double pack in white flavor.
"With these innovations, we further strengthen Valsoia's role as a leading brand in the health and wellness sector, in a market rapidly evolving toward more informed and functional food choices," said Andrea Panzani. "Segments like kefir and skyr perfectly exemplify this trend, with very strong growth rates and high consumer loyalty."
According to the manager, driving plant-based innovation in these sectors is a central part of the group's strategy: "With KEF and Skyr Style Valsoia, we offer solutions that combine nutritional quality, innovation, and taste, supporting consumers in an increasingly well-being-oriented daily diet."
The new products will be officially presented during TuttoFood Milano, scheduled for May 11th to 14th in Milan, an international event dedicated to the agri-food industry where the company will illustrate the new offerings in its "Goodness and Health" line to operators.
Founded in 1990 and listed on Euronext Milan since 2006, Valsoia is now one of Italy's leading companies in healthy and plant-based foods. Over the years, the group has expanded its portfolio beyond soy-based products, developing a range that spans beverages, desserts, plant-based yogurts, meal solutions, and plant-based cheese alternatives and cured meats.
