ELSE NUTRITION HOLDINGS INC.
(BABY.V)
(BABYF)
(0YL.F) ("Else" or the
"Company") the plant-based baby, toddler and children
nutrition company, is pleased to report on its planned key sales
drivers for 2022:
US Amazon sales:In September 2020 Else launched
a single SKU (Toddler) on amazon.com, with Kids Shakes launch in
July 2021. Monthly sales are growing at a rate of 10% AVG MoM with
60% repeat purchases with 650+ subscribers and are expected to
accelerate as the product range grows substantially in 2022.
Sales on major US online planforms:In the first
quarter of 2021 Else launched the Toddler product on Thrive Market
and iHerb with solid MoM growth on these important platforms. In
the fourth quarter of 2021 Else will start selling on Walmart’s and
Kroger’s online platforms expanding its product range to include
Kids Shakes on all 4 platforms. Else expects sales from these and
from additional online platforms to be a key sales driver in
2022.
Retail presence and sales velocity growth:In
the first quarter of 2021 Else launched its Toddler product in
Sprouts Farmers Markets and saw sales velocity grow steadily to
over 1.1 UPWPS (Units Per Week Per Store). In the third quarter of
2021 Else was listed with more than a dozen retailers and over 100
independents and co-ops representing 1,200+ doors combined, with
majority of these coming online in late summer to early fall. Else
continues to add additional products such as Kids Shakes to the
currently listed stores and is in discussions for listing with
dozens of natural food and grocery retailers representing more than
5,000 additional doors, and with key pharmacy retailers that
represent more than 20,000 doors. In 2022 else plans to expand
sales to more than 4,000 doors and continue to add to its product
range.
Product range:In 2021 Else started with the
launch of a single powder product – Complete Plant Based Nutrition
for Toddlers. By mid-year Else added Kids Shakes to its online
range which grew rapidly to reach 30% of all e-store sales.
Kids Shakes in Banana and Mango flavors will be added to retail
store SKU’s in fourth quarter of 2021, and in 2022 Else will add
several new exciting product lines – Super Cereal in flavors for 6+
month babies will launch in first quarter of 2022, in 7 oz package.
A non-organic Toddler product with a more affordable price point
that will allow more babies to enjoy Else is planned to be launched
in the first quarter of 2022. Ready to Drink (RTD), 8 fl. oz
bottles, for Kids in multiple flavors will launch soon after.
During 2022 the product range will grow to 10+ products and 20+
SKUs in the US and a product range is planned for Canada, Europe
and the Far East).
Canada launch:Based on current interest for
Else from Canada in our e-store we know that demand in Canada for
Else is very high. Canada regulations required the development of
slightly different range of products, starting in the first quarter
of 2022 Else plans to launch three products in Canada – Toddler
Drink (powder), non-organic; Kids Drinks (powder), non-organic, in
flavors; Super Cereal, organic, in flavors.
Launch is planned to include all channels during 2022 – Else
e-store, Amazon.ca, grocery and pharmacy retail chains, natural
food retailers and independents, which over time is anticipated to
grow to 12-15% of sales volume for North America.
Else e-store at www.elsenutrition.com
Else will continue to sell on its e-store and will also add a
Canadian e-store. While Amazon and other major online platform will
take the lead in online sales, Else e-store sales are expected to
continue to grow. Else e-store allows us to collect critical
consumer data and to test new products. In the first quarter of
2022 Else plans to add wholesale sales capabilities to the US
e-store to serve independent stores, HCP clinics and other
wholesale buyers.
Health Care Practitioner (HCP) marketing
Else is building a US based HCP team, led by former Senior
Director of Pediatric and Adult nutrition at Abbott Nutrition US,
Mr. Mike Glick, that will raise the awareness of the 80,000+ North
American pediatric HCPs and create medical support for Else
products. To help gain HCP’s support Else is conducting several
clinical studies to demonstrate scientifically that its line of
products support growth and that the products are well tolerated by
young children, as well as in pediatric populations those children
suffering from health issues. The company is finalizing protocols
for a growth study in healthy toddlers and for a hypo allergenicity
study in toddlers with cow milk allergy.
Marketing:
Else plans to increase efforts to drive customer
awareness, conversion, and sales through:
- Influencer partnerships, to be
expanded to mega-star levels
- Grow Instagram to 100,000 brand
followers.
- Major paid advertising on paid
social channels.
- Major public relations
outreach.
- Targeted paid online campaigns to
support Else retail stores launch.
- TV and Direct TV advertising.
- Health Care Practitioner (HCP) marketing program
“We are very excited with the plans for continued growth in
North America and the launch of Else in additional countries in the
upcoming year”, said Hamutal Yitzhak, CEO & Co-Founder of Else
Nutrition. “We will continue to add clean whole foods-based
products to our range as we look to become a global brand in the
Health Nutrition space”, She added.
About Else Nutrition Holdings Inc.
Else Nutrition GH Ltd. is an Israel-based food
and nutrition company focused on developing innovative, clean and
plant-based food and nutrition products for infants, toddlers,
children, and adults. Its revolutionary, plant-based, non-soy,
formula is a clean-ingredient alternative to dairy-based formula.
Else Nutrition (formerly INDI) won the "2017 Best Health and Diet
Solutions" award at the Global Food Innovation Summit in Milan. The
holding company, Else Nutrition Holdings Inc., is a publicly traded
company, listed as TSX Venture Exchange under the trading symbol
BABY and is quoted on the US OTC Markets QX board under the trading
symbol BABYF and on the Frankfurt Exchange under the symbol 0YL.
Else's Executives include leaders hailing from leading
infant nutrition companies. Many of Else advisory board
members had past executive roles in companies such as Mead Johnson,
Abbott Nutrition, Plum Organics and leading infant nutrition
Societies, and some of them currently serve in different
roles in leading medical centers and academic institutes such as
Boston Children's Hospital, Pediatrics at Harvard Medical School,
USA, Tel Aviv University, Schneider Children's Medical Center of
Israel, Rambam Medical Center and Technion, Israel and University
Hospital Brussels, Belgium.
For more information,
visit: elsenutrition.com or @elsenutrition on Facebook
and Instagram.
For more information, contact:Ms. Hamutal
Yitzhak, CEO, Co-Founder & DirectorELSE Nutrition Holdings
Inc.E: hamutaly@elsenutrition.comP: +972(0)3-6445095
Mr. Sokhie Puar, Director of Else
NutritionEmail: sokhiep@elsenutrition.comP:
604-603-7787
TSX Venture Exchange
Neither the TSX Venture Exchange nor its
regulation services provider (as that term is defined in the
policies of the TSX Venture Exchange) accepts responsibility for
the adequacy or accuracy of this release.
Caution Regarding Forward-Looking
Statements
This press release contains statements that may
constitute “forward-looking statements” within the meaning of
applicable securities legislation. Forward-looking statements are
typically identified by words such as “will” or similar
expressions. Forward-looking statements in this press release
include statements with respect to the anticipated dates for filing
the Company’s financial disclosure documents. Such
forward-looking statements reflect current estimates, beliefs and
assumptions, which are based on management’s perception of current
conditions and expected future developments, as well as other
factors management believes are appropriate in the circumstances.
No assurance can be given that the foregoing will prove to be
correct. Forward-looking statements made in this press release
assume, among others, the expectation that there will be no
interruptions or supply chain failures as a result of COVID 19 and
that the manufacturing, broker and supply logistic agreement with
the Company do not terminate. Actual results may differ from the
estimates, beliefs and assumptions expressed or implied in the
forward-looking statements. Readers are cautioned not
to place undue reliance on any forward-looking statements, which
reflect management’s expectations only as of the date of this press
release. The Company disclaims any obligation to update or revise
any forward-looking statements, whether as a result of new
information, future events or otherwise, except as required by
law.
Else Nutrition (TSXV:BABY)
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