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Else prepares to enter the $52B global kids nutrition market with new product

by CM Staff   

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This debut marks the company's expansion from its powdered product range into the larger, fast-growing RTD market.

Else prepares to enter the $52B global kids nutrition market with new product

VANCOUVER — ELSE NUTRITION HOLDINGS INC. announces it will introduce its Ready-To-Drink (RTD) products in the form of Kids Nutritional Shakes in Vanilla and Chocolate flavors. These will be unveiled at the upcoming Natural Products Expo East in September 2023 at booth 2238. This debut marks the company’s expansion from its powdered product range into the larger, fast-growing RTD market.

Leveraging the reported performance of their powdered nutritional drinks and protein shakes for kids, which emerged as products in the “Infant Formula & Toddler Nutrition Drink” category in the natural channel in 2022, Else Nutrition is now taking a step into the larger RTD market, capitalizing on their quality and plant-powered nutrition.

The Kids Nutrition market revenues were estimated at US$52 Billion in 2022 and are anticipated to grow at a CAGR of 5.5% from 2023 to 2033, according to a recently published Persistence Market Research report. By the end of 2033, the market is expected to reach a valuation of US$94.5 billion. North America accounts for 31.6% of the kid’s nutrition Ready to Drink global market.

Particularly throughout the early, formative years of life, children require nutrient-rich diets for healthy growth and development. Long-term selective eating in children can prevent them from receiving a complete and balanced diet, which can cause major health problems such as immunological deficiencies, malnutrition, decreased muscle mass, deteriorated bone health, and stunting which can have long-term effects from bad health outcomes.


Today’s parents are worried about their children’s eating habits, especially working parents. Globally, there is a rapid increase in the number of working moms. This may result in an unbalanced diet for their child. They may not get an adequate amount of nutrients. This is a serious issue that many parents are facing.

To overcome this and to ensure that their child is availed of all the nutrients, parents prefer nutritious products present on the market.

“This is an exciting moment for Else Nutrition. Breaking into the larger RTD market signifies a substantial growth opportunity, building upon the success of our powdered products,” says Hamutal Yitzhak, CEO and Co-Founder of Else Nutrition. “We welcome all retailers and interested parties to join us at Expo East, as we continue to revolutionize children’s nutrition.”

Like their powdered counterparts, these new RTD Kids Nutritional Shakes are reportedly Clean Label Project Purity certified, free from chemicals of concern, as well as industrial and environmental toxins, including heavy metals.

Additionally, the Company announces that it has extended the vesting deadline for an aggregate of 31,801,492 performance warrants by two years to June 12, 2027.

The Performance Warrants were issued to certain key members of management of the Company in connection with the completion of the Company’s qualifying transaction on June 12, 2019. Each Performance Warrant entitles the holder to receive one common share of the Company, with vesting of the Performance Warrants occurring in stages upon achieving certain business milestones. The vesting deadline for the Performance Warrants was previously extended to June 12, 2025, in 2021 due to industry delays resulting from COVID-19. As amended, all Performance Warrants that have not been vested by June 12, 2027, will expire.


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