Else Nutrition, a developer and marketer of clean-ingredients, plant-based nutrition products, is launching its first commercial product this spring in the U.S.—a next-generation, 100 percent plant-based, organic toddler formula made with a proprietary formulation of almonds, buckwheat and tapioca. The globally-patented formula contains zero dairy or soy and is free of gluten, hormones, antibiotics, palm oil and corn syrups.
The startup, founded by infant nutrition veterans, fills a market gap with a plant-based toddler formula (for ages 12-36 months) made with clean, whole food ingredients. The simple-to-use powdered formula is the first in a planned line of whole-meal nutrition products from Else for children of ages ranging from infant to teens.
“As a mother, I know how passionate parents are to ensure that their children get all the nutrients they need for fundamental growth and development. We are providing a solution for millions of parents worldwide who are looking to change the way they feed their kids by offering a clean, safe and nutritious, plant-based formula. We’ve heard from thousands of parents worldwide that there’s a need for something else—a real viable alternative,” said Hamutal Yitzhak, co-founder and CEO of Else Nutrition Holdings Inc.
Else, based in Tel Aviv, Israel, started trading on the Toronto stock exchange last June.
For nearly 120 years, the infant and toddler formula markets have been based on dairy and soy protein sources. Else offers a real alternative with a formula that provides complete nutrition made from simple ingredients and a clean process. Else is plant-based, sustainable, organic and vegan.
The toddler formula offers a full amino acid profile and is a clean non-GMO source of protein, fully meeting the strictest regulatory requirements. Else’s ‘beyond organic’ disruptive manufacturing processes include the transformation of whole plants without using highly-processed extracts or derivatives, chemicals or high-fructose corn syrup.
Else’s toddler formula will be sold initially in powder form, ready to drink in just seconds. It will be available online at elsenutrition.com for pre-ordering, with official sales starting later in the second quarter at the same e-store. Sales also will roll out via Amazon and at select specialty retailers by this summer. The suggested retail price is $35 for a 23.2-oz. canister of powder.
Else’s leaders and founders have held executive positions with companies like Abbott Laboratories and Materna (a baby formula producer acquired by Nestlé). The company was born out of the personal quest of a caring grandfather seeking to find a solution for his granddaughter, who suffered from severe baby formula allergies. The company’s vision is to transform feeding for babies and families worldwide. Else aims to launch its plant-based infant formula in the coming years.
Else Nutrition won the “2017 Best Health and Diet Solutions” award at the Global Food Innovation Summit in Milan. Else’s executive and advisory board includes leaders hailing from Abbott Nutrition, Mead Johnson, Boston Children’s Hospital, ESPHGAN (European Society for Pediatric Gastroenterology, Hepatology and Nutrition). Plum Organics, Tel Aviv University’s Sackler Faculty of Medicine, and Gastroenterology & Nutrition Institute of RAMBAM Medical Center.
