- Else Plant-Based Complete Nutrition for Toddlers is now
available for purchase at Sprouts Farmers Market, Big-Y, and online
on iHerb, Thrive Market, amazon.com, elsenutrition.com, and is
coming soon to many additional retail stores across the U.S. and to
other popular online shopping platforms.
VANCOUVER, BC, April 27, 2021 /CNW/ - ELSE NUTRITION
HOLDINGS INC. (TSXV: BABY) (OTCQX: BABYF) (FSE:
0YL) ("Else" or the "Company") the plant-based
baby, toddler and children nutrition company, is pleased to
announce high market acceptance and positive customer reviews from
initial sales following its recent launch of the Complete Nutrition
for Toddlers across online and retail channels:
US Product Launch:
Else Plant-Based Complete Nutrition for Toddlers is now sold in
Sprouts Farmers Market (since mid Feb. - 21) and in Big-Y (since
April - 21) and will soon also be on the shelves of Raleys and
Natural Grocers (Vitamin Cottage), a total of 750 doors. Initial
sales indications from Sprouts are very encouraging. This extremely
fast-paced retail market penetration is just starting to generate
revenues, a stream that will grow as the product rolls out to more
store shelves and consumers become aware of the brand.
Else started its US online sales in August 2020 on www.elsenutrition.com and in
late September 2020 on amazon.com.
Initial online sales on these two channels demonstrate a good
growth trajectory and are expected to double every 3-4 months.
Average monthly sale on amazon.com has more than doubled since
December 2020, growing at more than
20% month-over-month.
The product is also offered now on iHerb and Thrive Market, two
of the leading online platforms for natural food products.
Else and its retail brokers are in discussions with dozens of
additional large, small and independents natural food, grocery and
drug retail chains, that together represent more than 5,000
doors.
Else onboarded and is shipping products to the two largest
natural food distributors in North
America – UNFI and KeHE Distributors, which together cover
almost the entire retail market in the US. Jointly they have
already opened 12 distribution centers for Else's retail customers.
Else has also onboarded and shipped product to Imperial, a local
distributor in the North East that serves Big-Y and many additional
retailers in the area.
In May 2021 Else will launch a new
product line – Plant-Based Complete Nutrition for Kids, 3 years and
older. The product will be initially offered in vanilla and
chocolate flavors, in 16 oz powder cans.
This new product line will offer a superior, plant-based, low
sugar, delicious alternative to milk and soy-based products that
are currently in the market.
In the second half of 2021 Else plans to launch a series of
plant-based complementary nutrition products for babies 6 months
and older in several different flavors.
These new SKUs will grow Else's product range and are expected
to further accelerate sales in all channels.
Early next year Else plans to launch liquid RTD (Ready-To-Drink)
versions of its Complete Nutrition for Kids products in the US and
in Europe.
International Product Launch Plans
After developing a series of products which comply with the
European Directive, Else is progressing towards distribution
agreement in France with H&H
Group. Additionally, Else is in discussions with H&H group with
regards to distribution of its product line via H&H
cross-border China platform.
Marketing:
The Company continued to drive customer awareness, conversion,
and sales at scale through:
- Leveraging key and targeted influencer partnerships including
integrated programs with Alicia
Silverstone (vegan mom and actor), Hilaria Baldwin (vegan mom and celebrity
influencer) and Jade Roper Tolbert
and Ali Fedotowsky, both known from
ABC's hit show "The Bachelor."
- Growing the Company's Instagram follower presence to a highly
engaged 12,000 dedicated brand followers.
- Major paid advertising on paid social channels, as well as a
maiden campaign flight of streaming/connected TV campaign (over
5,000,000 impressions).
- Launching a dedicated Else branded storefront on
Amazon.com.
- Major public relations outreach, including: a dedicated
Instagram Live series featuring celebrity/nutritionist
conversations about Plant-Based parenting, leading to over 560,000
unique impressions; branded partnerships with ECOS, environmentally
safe cleaning products.
- Targeted paid online campaigns supporting the launch of Else
Nutrition at Sprouts Farmers Markets and Big Y.
Production:
The company has completed six commercial manufacturing runs
since July 2020 and continues to
build inventory to service the online and retail expansion in the
U.S. market.
"We streamlined and stabilized our supply chain and
manufacturing processes to consistently produce a high quality
easily dissolved tasty product," said Ms. Hamutal Yitzhak, CEO and Co-Founder of
Else. "Our products for kids dissolve easily when mixing the
powder in cold water, something we are certain both kids and
parents will love."
"Since the launch of the product in our E-store and other online
platforms, the company has been receiving a growing stream of
positive endorsements from parents and health care professionals."
She added.
Medical:
The company is in the process of crafting a medical marketing
strategy for health care professionals, along with a new website
targeted for the medical professional community.
The company is conducting several clinical studies to
demonstrate scientifically that its line of products supports
growth and that the products are well tolerated by young children,
as well as in pediatric populations by those children suffering
from health issues. The company is finalizing protocols for a
growth study in healthy toddlers and for a hypo allergenicity study
in toddlers with cow milk allergy.
About Else Nutrition Holdings Inc.
Else Nutrition GH Ltd. is an Israel-based food and nutrition company
focused on developing innovative, clean and plant-based food and
nutrition products for infants, toddlers, children, and adults. Its
revolutionary, plant-based, non-soy, formula is a clean-ingredient
alternative to dairy-based formula. Else Nutrition (formerly INDI)
won the "2017 Best Health and Diet Solutions" award at the Global
Food Innovation Summit in Milan.
The holding company, Else Nutrition Holdings Inc., is a publicly
traded company, listed as TSX Venture Exchange under the trading
symbol BABY and is quoted on the US OTC Markets QX board under the
trading symbol BABYF and on the Frankfurt Exchange under the symbol
0YL. Else's Executives includes leaders hailing
from leading infant nutrition companies. Many of Else advisory
board members had past executive roles in companies such as
Mead Johnson, Abbott Nutrition, Plum Organics and leading infant
nutrition Societies, and some of them currently serve in
different roles in leading medical centers and academic institutes
such as Boston Children's Hospital, Pediatrics at Harvard Medical School, USA, Tel Aviv
University, Schneider Children's Medical Center of
Israel, Rambam Medical Center and
Technion, Israel and University
Hospital Brussels, Belgium.
For more information, visit: elsenutrition.com or
@elsenutrition on Facebook and Instagram.
TSX Venture Exchange
Neither the TSX Venture Exchange nor its regulation services
provider (as that term is defined in the policies of the TSX
Venture Exchange) accepts responsibility for the adequacy or
accuracy of this release.
Caution Regarding Forward-Looking Statements
This press release contains statements that may constitute
"forward-looking statements" within the meaning of applicable
securities legislation. Forward-looking statements are typically
identified by words such as "will" or similar expressions.
Forward-looking statements in this press release include statements
with respect to the anticipated dates for filing the Company's
financial disclosure documents. Such forward-looking
statements reflect current estimates, beliefs and assumptions,
which are based on management's perception of current conditions
and expected future developments, as well as other factors
management believes are appropriate in the circumstances. No
assurance can be given that the foregoing will prove to be correct.
Forward-looking statements made in this press release assume, among
others, the expectation that there will be no interruptions or
supply chain failures as a result of COVID 19 and that the
manufacturing, broker and supply logistic agreement with the
Company do not terminate. Actual results may differ from the
estimates, beliefs and assumptions expressed or implied in the
forward-looking statements. Readers are cautioned not to
place undue reliance on any forward-looking statements, which
reflect management's expectations only as of the date of this press
release. The Company disclaims any obligation to update or revise
any forward-looking statements, whether as a result of new
information, future events or otherwise, except as required by
law.
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SOURCE Else Nutrition Holdings Inc.