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Else Nutrition
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=== First non-dairy, non-soy and organic formula === Around 53% of babies under one year old who suffer from food allergies are allergic to cow’s milk formula and c 50% of babies who are allergic to cow’s milk are also allergic to soy (source: company presentation and presented at the American College of Allergy, Asthma and Immunology Annual Scientific Meeting, November 2018). As diagnoses of dairy allergies and intolerances are becoming more prevalent, this segment of the market is growing disproportionately. In 2020, 40% of infant milk formula sold in the US was specialty cow’s milk formula, catering to allergies/intolerances (source: US market data Euromonitor 2020). Else has a global IP portfolio with a number of unique and exclusive patents granted in several countries for its infant, toddler and adult applications. Its patent suite includes composition-based patents, which offer the strongest protection from the competition. These have a validity of 20 years, ending in 2034. There are also a large number of patent applications that are still pending, including new patent families regarding a specific process, which were submitted in 2021 and, if granted, would provide protection for 20 years. Else launched its Else Toddler Nutrition in August 2020, with sales rolled out on Amazon in September 2020. It became a ‘best seller’ on Amazon.com in November 2020 in the toddler formula new releases category. Shortly after launching online, Else began its roll-out across distributors and stores and is listed in US stores such as Sprouts Farmers Market, Raley’s and Natural Grocers. As of January 2022, it had agreed listing in over 1,200 stores. The online platform also continues to expand, with more online retailers being added regularly and more expected. The product line was expanded in June 2021 to include an organic protein shake powder aimed at children over the age of three, under the Else Kids Nutrition sub-brand, which currently comes in four flavours: vanilla, chocolate, mango chia and banana chia. The shakes are typically aimed at picky eaters or those with a restricted/special diet, who are therefore at a greater risk of becoming malnourished. The market is already well developed with a wide offering though, like with infant and toddler milks, there are not many options that are free from cow’s milk, soy and gluten, while being organic and certified GMO free. In January 2022 it also launched its toddler and kids nutritional drinks on Walmart.com and Kroger.com. In March 2022 Else further expanded its product line to include Toddler Omega Complete & Balanced, its toddler product that has added omega 3 and omega 6 fatty acids, and addresses a larger audience (it is not organic, and hence commands a lower price point than Else’s Organic Plant-Based Complete Nutrition for Toddlers). In April 2022 Else released its plant-based Else Super Cereal for babies in four flavours. It is the first and only baby cereal line in the US that has been granted the Clean Label Project Purity Award, certifying it is safe from heavy metals.
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