Else Nutrition debuts first commercial plant-based infant and toddler formulas in Australia

03 Apr 2024 --- The US-based Else Nutrition announces the official launch of its almond and buckwheat, plant protein-based Follow On formula for infants aged six to 12 months and its Toddler Drink for those aged 12 to 36 months. 

“We are proud to officially launch our infant formula and our toddler drink in Australia, serving as a benchmark for the planned global expansion of our range of breakthrough products,” states Hamutal Yitzhak, CEO and co-founder of Else Nutrition,

“This first-in-class infant product is designed to provide infants with a more nutritious, healthier and safer alternative,” she continues. “We selected Australia after a meticulous evaluation of the regulatory framework and were deemed in compliance.”

Dairy and soy-free 
The Follow-On formula is Clean Label certified, featuring more than 80% almonds, buckwheat and tapioca, and is dairy and soy-free. It meets the regulatory and nutritional standards in place for all infant formula, including amino acids, fatty acids and macronutrient ratio standards. 

The Toddle Drink is also Clean Label certified and contains over 90% whole food ingredients — almonds and buckwheat — and is also dairy and soy-free.

The new Else Nutrition Follow-On infant formula and Toddler Drink products are dairy and soy-free.According to Else Nutrition, dairy-free infant and toddler nutrition alternatives are appealing due to some of the issues associated with dairy formulas, which represent 95% of the market. The thesis includes exposure to allergens, antibiotics and hormones, as well as environmental considerations.

Soy protein alternatives, accounting for roughly 5% of the market, have been associated with similar undesired side effects while also often containing high levels of phytoestrogen and GMOs, suggests Else Nutrition. 

The company asserts that its Follow-On formula is free of antibiotics, hormones, pesticides, GMOs and heavy metals. 

The plant-based ingredients are produced at a partner production site based in Europe. Both products are available on Amazon in Australia, and Follow-On is also sold in New Zealand. Else Nutrition aims to continue rolling out the products on other online retailers and in stores. 

Market expansion 
Else Nutrition explains its decision to launch in Australia by pointing to the country’s convenient position in the Asia Pacific. 

“Australia is widely recognized for its rigorous health and other regulatory standards. In addition, Australia is strategically located in the Asia Pacific region, which we envision will be an ideal market from which to expand our other line of products,” Yitzhak explains.

The Else Nutrition signature plant-based infant nutrition formula launched on the Chinese market in 2022 via e-commerce distributor Baozun.

“The Asia Pacific region represents an extremely large addressable market desiring safe and high-quality Western products, especially in the children’s health and nutrition categories. Our strategic focus is on establishing partnerships in this region to support our expansion efforts,” she concludes.

By Milana Nikolova