Else Nutrition taps into “massive” children’s nutrition drink market with plant-powered shake

09 Feb 2021 --- Plant-based baby, toddler and children nutrition company Else Nutrition is tapping into the burgeoning market for clean label beverages for kids with a new nutritional shake.

Boasting protein, carbs, healthy fats and 20 essential nutrients, Else Plant-Powered Complete Nutrition for Kids is positioned to offer “good, clean fuel.”

“Children are not always consuming a well-balanced diet,” Fabiana Bar-Yoseph, director of clinical development at Else Nutrition, tells NutritionInsight. 

“A nutritional drink designed for kids may benefit those who are picky eaters or help parents who are not sure if their kid is consuming all necessary nutrients at appropriate levels.”

It also contains 50 percent less sugar than leading brands, according to the company, with carbs coming from buckwheat and tapioca rather than added sugar. 

The plant-based nutrition drink for children (ages 3 and up) across North America is an extension of Else Plant-Based Nutrition for Toddlers (ages 1-3). 

Else Nutrition’s shakes for children will first be available online in early Q2.The growing nutritional market for kids
The launch follows a trial run of the drink, where an independent consumer study of over 800 US parents revealed more than 80 percent intended to purchase the product. 

“The desire for clean label, organic, plant-based nutrition drinks is clear,” says Hamutal Yitzhak, CEO and co-founder of Else Nutrition. 

“We’re aiming to shake up a market that literally has been dominated by high sugar options for far too long,” she adds. 

The nutrition shakes in chocolate and vanilla flavors will be sold in 11.6 oz cans and will first be available online in early Q2. 

Expanding e-presence
In other moves, Else Nutrition recently announced its Plant-Based Complete Nutrition for Toddlers will be available on Thrive Market this month. 

The agreement between Else Nutrition and the US-based online retailer of wellness food products is expected to further the children’s nutrition company’s e-commerce strategy. 

Else Nutrition’s products are already available through Amazon, where it was awarded the #1 Best Seller in the New Releases for the Baby/Toddler Formula category of Fall 2020. 

Growing out of infant nutrition 
Else Nutrition’s first commercial product came onto the US market last spring with the launch of its organic, plant-based toddler formula made from almonds, buckwheat and tapioca following almost seven years in R&D.

The clean ingredient powder was the first in a planned line of whole-meal nutrition products from Else from infants to teenagers.

Clean label products in the infant nutrition space are increasingly sought after as industry grapples with accusations of contaminants in baby food. 

A recent US study also found a “disconnect” between front-of-pack labels (FoPL) and ingredient lists of foods containing fruits and vegetables, making it difficult for parents to understand what they are feeding their young children.

Furthermore, several industry players have identified children’s nutrition as a growth category for health and wellness products, despite chaotic regulation in the sector.

Bar-Yoseph agrees that standards could be more clearly defined, stating that although the composition and ingredients for infant formulas are well described by the US Food and Drug Administration, other age groups are not defined specifically. 

By Missy Green