Israeli food and nutrition company Else Nutrition is launching a 100% plant-based toddler formula this spring in the US, as it aims to disrupt the market with its alternative product.
The launch marks the company’s first commercial product and follows nearly seven years of research and development. It is the first in a planned line of whole-meal nutrition products for a range of ages from infants to teens.
Described as a “next-generation” organic toddler nutrition drink, the formula is made with almonds, buckwheat and tapioca.
Made with simple ingredients and a clean process, Else Nutrition aims to offer a real alternative for formula which in the past has been based on dairy and soy protein sources.
With zero dairy and soy, the formula is also free-from gluten, hormones, antibiotics, palm oil and corn syrups.
According to Else Nutrition, its formula offers a full essential amino acid profile and is a clean non-GMO source of protein.
“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,” said Hamutal Yitzhak, co-founder and CEO of Else Nutrition.
Yitzhak added: “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 nutrition option. We’ve heard from thousands of parents worldwide that there’s a need for something else – a real viable alternative.”
Earlier this month, the company received CAD 5.75 million ($4.34 million) in funding and signed a distribution agreement with Health and Happiness (H&H) to develop its plant-based infant formula.
Else Nutrition said it planned to use the capital to accelerate its anticipated launch in the US later this year, enhance its toll manufacturing capabilities and fund marketing initiatives.
Else’s toddler nutrition will be sold initially in powder form, ready to drink in seconds.
The product will be available on its website in Q2 with a further roll out via Amazon and select retails planned for Summer 2020 for an RRP of $35 per 23.2oz powder canister.
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