Else Nutrition unveils clean label plant-based cereal for infants

28 Mar 2022 --- Else Nutrition is introducing its plant-based baby cereal, Else Super Cereal, for e-markets this April. Else Super Cereal is intended for infants aged six months and older. The cereal contains gluten-free carbohydrates in addition to all nine essential amino acids and more than 20 essential vitamins and minerals.

Else Nutrition’s upcoming Super Cereal is said to be the “first and only” Clean Label Project Purity Award certified cereal offered on US markets.

The 7 oz pouches come in four flavors – original, vanilla, banana and mango. The whole-food cereal is 60 calories per serving and is free from allergens such as soy and dairy. Else Super Cereal’s buckwheat and almonds are locally-sourced within the US. The product is also manufactured in the US.

In 2020, the company shook up the baby-formula space with its plant-based, soy-free toddler milk, revealed after almost seven years of R&D.

The cereals are free from heavy metals.Last year, NutritionInsight spoke to Else Nutrition’s CEO, Hamutal Yitzhak, about the company’s launch of a plant-based protein shake for children as an alternative to cow milk.

Rise of clean label and certifications
NutritionInsight has previously noted that reports of toxins like heavy metals in baby food were disrupting the industry. This has been boosted by rising consumer demand that more should be done by the government to ensure small children only get food that is healthy and safe for them. 

In response, industry players flagged the baby food industry as being mischaracterized. 

Certification projects such as Clean Label Project Purity could serve to change this. Clean Label Project Purity tests various products for more than 400 impurities, including toxins such as arsenic, lead and other heavy metals. 

Else Nutrition isn’t the only industry player to jump on the clean label trend – earlier this month, Once Upon a Farm became the first to receive a Clean Label Project 1,000 Day Promise certification within the baby food category.

Edited by Olivia Nelson