A vegetable non-soy non-GMO Formula for toddlers, innovated in Israel by Otherwise nutritionis distributed in more than 30,000 retail stores in the United States under a distribution agreement signed with United Natural Foods (UNFI).
“As a strategic growth partner, UNFI is fundamental,” said Hamutal Yitzhak, CEO and co-founder of Else Nutrition. “Their deep roots in the natural food ecosystem, coupled with exceptional relationships with retail accounts of all sizes and types, position us for exponential reach and accessibility.”
A mother and toddler enjoy a PB&J smoothie made with a plant-based formula from Else. Photo courtesy of Else Nutrition
UNFI operates 58 distribution centers nationwide and has annual sales of US $ 20 billion.
Else Nutrition’s revolutionary alternative to formula based on milk and soy was awarded the “2017 Best Health and Diet Solutions” prize at the Global Food Innovation Summit in Milan. Else Plant-Based Toddler Nutrition was a bestseller on Amazon in 2020 in the “New Product in the” Baby and Toddler Formula “category.
Else Nutrition’s FDA-cleared, kosher-certified formula is organic and made from almonds, tapioca, and buckwheat so it’s gluten-free. It is currently sold online on Amazon and Thrive Market, as well as in Sprouts Farmers Market stores in nine states.
“We will be launching a complete nutritional drink for children ages 3 to 8 early next quarter,” said Hamutal Yitzhak, CEO, co-founder and director of Else Nutrition.
She tells ISRAEL21c that a formula intended as a feed supplement for babies six months and older will come next once government approvals are received in the US and Europe.
Else’s leadership includes executives from leading infant nutrition companies. Many of the Else Advisory Board members held previous leadership positions at companies such as Mead Johnson, Abbott Nutrition, and Plum Organics. Some of them currently work in medical centers and academic institutes such as Boston Children’s Hospital, Harvard Medical School and Children’s Hospital in Colorado, University Hospital Brussels, University of Tel Aviv, Schneider Children’s Medical Center in Israel, Rambam Medical Center and Technion-Israel Institute of Technology.