Else Nutrition Announces Highly Anticipated First Commercial Launch of its Groundbreaking Plant-Based Infant Formula in Australia; Also Targeting $50B (USD) Plus Asia Pacific Baby & Child Nutrition Markets

Australia Strategically Selected as Beachhead for Commercial Expansion of Else Products Across the Asia Pacific Region

Amazon First to Carry Else’s New ‘Follow-On’ Formula (6-12m) for Infants and ‘Toddler Drink’ (12-36m) in Australia

VANCOUVER, British Columbia, April 02, 2024 (GLOBE NEWSWIRE) -- ELSE NUTRITION HOLDINGS INC. (BABY) (BABYF) (0YL.F) (“Else” or the “Company”) is proud to announce the official commercial launch of its first-in-class ‘Follow-On’ formula for infants ages 6-12 months in Australia. The commercial launch of the Follow-On formula for infants in Australia is a significant milestone as it marks the first country, along with New Zealand, in which the Company’s new infant formula is eligible for sale. In addition, the Company announces the launch of its Toddler Drink for toddlers ages 12-36 months in Australia.

The Australian market was strategically selected due to its location in the Asia-Pacific region as a kickoff for a planned expansion of the Company’s entire product line across the region. According to Research and Markets, the Asia Pacific (APAC) baby, infant and toddler food market is expected to grow from an estimated market size of US$50 billion in 2021 to over US$75 billion in 2028.

Both products are now available on Amazon in Australia, and plans are in place to roll them out through other online retailers and brick-and-mortar retail locations. These products that use innovative plant-based ingredients were produced by Else’s partner production site in Europe, adhering to stringent quality standards.

Else’s plant-based formula, which received the Clean Label Project Purity Award, addresses an unmet need in the infant formula market, which according to Fortune Business Insights, is projected to grow from $71.83 billion in 2023 to $141.70 billion by 2030.

Else’s infant formula meets strict regulatory and nutritional standards based on human-milk nutritional gold standards, which all infant formula must meet, including ratio standards for amino acids, fatty acids, and macronutrients, setting a new bar for quality in the infant nutrition sector. Else's plant-based infant formula also addresses consumer concerns about processed ingredients, major allergens, and potential residues found in standard dairy-based formulas.