Else Nutrition sees its new Complete Nutrition for Toddlers win quick market acceptance

Else Nutrition Holdings Inc (CVE:BABY) (OTCMTKS:BABYF) (FRA:0YL) said that its just launched Else Plant-Based Complete Nutrition for Toddlers is seeing “high market acceptance” and “positive customer reviews” as initial sales of the product take off.   

The Israel-based food and nutrition company, which develops innovative plant-based food products for infants, toddlers and children, said Complete Nutrition for Toddlers is now available at Sprouts Farmers Market, Big-Y, and online on iHerb, Thrive Market, amazon.com, and elsenutrition.com. 

“It will soon be on the shelves of Raleys and Natural Grocers (Vitamin Cottage), a total of 750 doors. Initial sales indications from Sprouts are very encouraging,” said the company. 

READ: Else Nutrition expands US distribution of its Plant-Based Complete Nutrition for Toddlers into 159 Natural Grocers by Vitamin Cottage

Else noted that the “extremely fast-paced retail market penetration” is starting to generate revenues, “a stream that will grow” as the product rolls out to “more store shelves.”

The company has driven customer awareness and sales by leveraging key influencers, including integrated programs with Alicia Silverstone (vegan mom and actress), Hilaria Baldwin (vegan mom and celebrity influencer) and Jade Roper Tolbert and Ali Fedotowsky, both from ABC’s hit show “The Bachelor.”

Else kicked off US online sales in August 2020 on www.elsenutrition.com and in late September last year, on amazon.com. “Initial online sales on these two channels demonstrate a good growth trajectory and are expected to double every 3-4 months,” said the company. Average monthly sales on amazon.com has more than doubled since December 2020, growing at more than 20% month-over-month.

Else and its retail brokers are in discussions with dozens of independent natural food, grocery, and drug retail chains, that together represent “more than 5,000 doors,” said the company.

Else is shipping products to the two largest natural food distributors in North America – UNFI and KeHE Distributors. Else has also shipped products to Imperial, a local distributor in the North East that serves Big-Y and other retailers in the area.

In May this year, Else will launch a new product line – Plant-Based Complete Nutrition for Kids, 3 years and older – in vanilla and chocolate, in 16 oz powder cans. The new product line will offer a “plant-based, low sugar, delicious alternative to milk and soy-based products,” said the company.

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 different flavors. “These new SKUs will grow Else’s product range and are expected to further accelerate sales in all channels,” said the company.

Early next year, Else plans to launch liquid ready-to-drink versions of its Complete Nutrition for Kids products in the US and in Europe. It is moving towards a distribution deal in France with H&H Group. In addition, Else is in discussions with H&H about distribution through its H&H cross-border China platform.

Meanwhile, Else said it has completed six commercial manufacturing runs since July 2020 and is building inventory to service the online and retail expansion in the US.

“We streamlined and stabilized our supply chain and manufacturing processes to consistently produce a high quality easily dissolved tasty product,” said Else Nutrition co-founder and CEO Hamutal Yitzhak. “Our products for kids dissolve easily when mixing the powder in cold water, something we are certain both kids and parents will love.”

She added that since the launch of the product in the company’s e-store and other online platforms, Else has been receiving “a growing stream of positive endorsements from parents and health care professionals.”

Story by ProactiveInvestors