- Else Plant-Based Complete Nutrition for Toddlers is now
listed on 900+ retail outlets and currently available for purchase
in more than 600 retail outlets. Retail outlets includes Sprouts
Farmers Market, Big-Y, Raley's, Natural Grocers, AFS, Haggen, PCC,
Mother's Markets and dozens of independent stores.
- Else is available online on iHerb (US, Canada, and additional ~180 countries), Thrive
Market, amazon.com and elsenutrition.com.
- Else is in discussions currently with additional retailers
representing over 5000 outlets and with other popular online
shopping platforms.
VANCOUVER, BC, June 23, 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 penetration
and sales growth rates across online and retail channels:
US Product Launch:
Since February 2021, Else
Plant-Based Complete Nutrition for Toddlers has been sold in
Sprouts Farmers Markets (350 doors) and has expanded to several
additional natural food and grocery retailers and independent
stores, including Big-Y (71 large format grocery doors), Raley's
(126 doors), Natural Grocers (159 doors) AFS (32 doors + 300
potential doors) and more. Else is currently listed in 900+ stores
and on the shelves of 600+ of these with continuous rollout to the
remaining. The UPSPW KPI (Units per Store per Week) is growing
steadily at a month-over-month of an average of 35%.
Else onboarded two of the largest natural food distributors in
North America, UNFI and KeHE
Distributors, together they cover majority of the retail market in
the US. To date, together they have opened 14 of their
distribution centers to supply product to retail stores across the
US.
Else with its retail brokers, and with the assistance of its
distributors, are in discussions with many additional large, small
and independent natural food, grocery and drug retail chains,
combined represent more than 5,000 retail stores.
Else introduced its first product online in August 2020 on www.elsenutrition.com and in late
September on amazon.com. Initial online sales through these two
channels indicate a good growth trajectory, with more than 20%
month-over-month growth, which is expected to accelerate as more
products are added to these channels. From the sales data to date,
Else amazon.com monthly sales are doubling approximately every 3-4
months.
The Company plans to list products on additional leading online
platforms in the coming months. Else is currently sold on the
iHerb, an international online retail platform (US, Canada, 180 international markets) and on
Thrive Markets, a leading US online platform that has 500,000+
subscribers.
Recently, June 2021, Else launched
a new product line – First of its kind Plant-Based Whole foods
Complete Nutrition for Kids, 3 years and older. The product is
offered initially in vanilla and chocolate flavors, 16 oz powder
cans, with plans for additional flavors in the future. This new
product line offers a superior, plant-based, low sugar, delicious
alternative to cow milk and soy-based products that are currently
in the market.
In the second half of 2021 Else is planning to launch a series
of plant-based complementary nutrition products for babies 6 months
and older, in several flavors. Early in 2022 the Company plans to
launch liquid RTD (Ready-To-Drink) versions of its Complete
Nutrition for Kids products.
As additional SKUs are added Else's product range will continue
to grow and are expected to further accelerate sales in all
channels. These products (in different SKUs and minor variations)
will be offered in the USA,
Canada, Europe and in other potential markets.
International Product Launch Plans
The Company plans to offer regulatory compliant products for
sales in Canada soon, starting
online this summer and later in retail stores.
Having developed a line of products which comply with the
European Directive, Else is making good progress towards a
distribution agreement for France
with H&H Group, a strategic investor in Else. Additionally, the
Company is in discussions with H&H group for potential
distribution of its product line into China via H&H cross-border China platform. International expansion
includes plans to offer Else line of products in Europe beginning in Q1 of 2022.
Marketing:
The Company continued to drive customer
awareness, conversion, and sales 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 Bachelorette."
- Adding retail store influencer activities to support retail
sales.
- Growing the Company's Instagram follower presence to over
12,000 highly engaged and dedicated brand followers.
- Major advertising on social channels, as well as the launch of
streaming/connected TV campaign (over 5,000,000 impressions).
- Launched 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 online campaigns supporting the launch of Else
Nutrition various retail stores.
- Test local TV advertising to add to the marketing mix where
suitable.
- Launch a comprehensive Health Care Practitioner (HCP) marketing
program.
Production:
The company completed its seventh commercial manufacturing run
since July 2019 and successfully
built inventory to service online and retail expansion in the U.S.
market and beyond.
"In the last few months, we have improved our manufacturing
process and product quality to consistently produce a high quality
and easily dissolved tasty product," said Ms. Hamutal Yitzhak, CEO and Co-Founder of Else.
"Our new kids products can be easily prepared in a cup or in a
shaker with cold water, something both kids and parents love and
appreciate." She added.
Medical Marketing and Scientific Affairs:
The Company is in the process of developing a medical marketing
plan for health care professionals, building a U.S. medical sales
& marketing team, along with a new website targeted towards the
professional community.
The company is conducting several clinical studies to
demonstrate scientifically that its line of products supports
growth, are well tolerated by young children, as well as those
children suffering from various health issues. The company is
finalizing protocols for a growth study in healthy toddlers and for
a hypo allergenicity study amongst 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.