Else Nutrition Holdings Inc. announced 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 announced 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 USD 50 billion in 2021 to over USD 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 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.

In contrast, current core ingredients in standard infant formulas are ultra-processed, often leading to undesired symptoms. Current dairy formulas, which represent approximately 95% of the market, have shown certain side effects in many infants and their main ingredients are major allergens, with additional concerns related to antibiotics, hormones and other undesired materials, as well as animal welfare and environmental considerations. Moreover, these dairy formula ingredients cannot stay in their whole form due to the need to use fractionated ingredients in order to meet the desired nutritional composition, and they must use highly processed derivatives. Furthermore, soy protein formulas, which account for about 5% of the market, frequently generate similar side effects and contain high levels of phytoestrogens as well as GMOs.

Similar to dairy formulas, soy protein formulas cannot stay in their whole form as they require fractionated ingredients in order to meet the required nutritional values. The protein must be isolated and chemically processed with solvents, and the fats and carbohydrates are also considered ultra-processed foods. Else?s infant formula is free of antibiotics, hormones, pesticides, GMOs, and heavy metals all of which are an increasing concern among parents.

The core ingredients, almonds, buckwheat, and tapioca, have a 65% lower carbon footprint and require zero chemical processing, keeping proteins intact. The Company?s infant formula is meticulously crafted to support infants aged 6-12 months as they transition to solid foods, ensuring they receive essential nutrients for optimal growth and development.