Else Nutrition unveils plant-based toddler milk amid broader tensions in formula space
26 Feb 2020 --- Else Nutrition is set to launch an organic, plant-based toddler formula made from almonds, buckwheat and tapioca in the US this spring. This marks the first commercial product for the Israel-based start-up following almost seven years in R&D and comes when the use of toddler formulas is under fire. The clean-ingredient powder is the first in a planned line of whole-meal nutrition products from Else for infants to teenagers. Specifically, the company plans to move into the infant nutrition market within the next two years and has already started preparations for the clinical studies required by US Food and Drug Administration (FDA). These are necessary to demonstrate product safety and proper development support.
“We are launching first in the US to fill a need in their competitive baby nutrition market. We deeply researched the US market and discovered a very strong demand for our products. Statistically, 40 percent of the US baby formula market is specialty formulas that cater to milk-intolerant baby and toddler populations. That is a significant figure that indicates the need for an alternative as well. We plan to expand internationally and continue to disrupt the US$70 billion global market,” Hamutal Cohen Yitzhak, Founder and CEO, tells NutritionInsight.
She states that the launch is targeted at people who are tired of making compromises when it comes to their children’s nutrition. “For more than 120 years, the industry has been dominated by two alternatives alone: cow’s milk and soy-based formulas. We are offering an additional viable alternative in a market where the existing alternatives don’t always work and many consumers wish to minimize their consumption.”
The globally-patented, toddler nutritional drink is free from gluten, hormones, antibiotics, palm oil and corn syrups, and offers a full essential amino acid profile. The company says its “beyond organic” manufacturing processes include the transformation of whole plants without using highly-processed extracts or derivatives.
The company’s leaders and founders have held executive positions with the likes of Abbott Laboratories and Materna, the latter of which has since been acquired by Nestlé. The upcoming launch is facilitated by the company’s receiving of C$7.5 million (US$5.8 million) in Toronto Stock Exchange ventures last July.
Else Nutrition’s plant-based toddler formula is made from almonds, buckwheat and tapioca.A controversial space
This launch follows considerable push-back in the toddler formula sector, with an expert panel representing the Academy of Nutrition and Dietetics, the American Academy of Pediatric Dentistry, the American Academy of Pediatrics and the American Heart Association recently issuing guidance recommending that parents do not serve toddler milks – including those that are plant-based.
Nonetheless, formula companies have quadrupled spending on toddler milk marketing in ten years, according to a paper published earlier this month. This marketing push has led to the amount of toddler milks sold more than doubling, although researchers warn that many feature unsubstantiated health claims and packaging “designed to confuse.”
“Medical experts worldwide agree that routine use of toddler formulas is not recommended for all toddlers as they don’t provide benefit on top of a balanced regular nutrition. However, many toddlers do not regularly consume all the required nutrients, vitamins and minerals,” Yitzhak states.
Therefore, she argues that a well-balanced toddler formula allows the most frequent nutritional inadequacies observed in several countries to be overcome. “This is because it provides these children with an extra boost of calories, fat, protein, fiber, omega 3s and many key vitamins and minerals, like iron, potassium, vitamin D needed to support this time of rapid growth.”
Pros outweighing cons
Despite the drawbacks to using toddler formula, Yitzhak believes that the pros make it worth it. She states that Else’s formula provides unique values that do not already exist on the market thanks to its clean label and free-from status.
“Additionally, it can be challenging to choose a milk alternative when toddlers have a dairy or soy allergy. Although many outgrow allergies by their first birthday, some don’t. This means that many parents are frustrated enough to continue giving the formula their child took as an infant,” she says.
She adds that other parents may resort to giving their toddler other cow milk alternatives such as goat, nut and oat milks. “However, these do not provide an adequate amount of the fat toddlers need for brain development.”
Aside from allergies, other nutritional deficiencies may stem from picky eating habits. “Toddlers tend to be consistently inconsistent – meaning they may skip occasional meals, show fluctuating appetites daily and refuse foods one day that they gobbled up the day before. Some children struggle to eat balanced, varied meals. This gets even more complicated for children who have any major diet restrictions because of allergies, medical or other lifestyle reasons,” Yitzhak concludes.
By Katherine Durrell
