- Engagement with Covet PR ahead of planned product launch in the U.S.; Covet specializes in alternative foods promotion with clients such as Beyond Meat, Banza, Kashi, Once Upon a Farm, and many others
- Positive social campaign testing results, reached over 320,000 potential customers in the U.S.
- Partnership with “Mom’s Meet”, a community of approximately 100,000 U.S. moms dedicated to exploring new children products
- Product launch in the U.S. expected in late July or early August 2020 (4-8 week delay from original pre-July launch date due to Covid 19)
- Toddler Nutrition product sampling campaign planned to launch on June 15, 2020
VANCOUVER, BC / May 22, 2020 / ELSE NUTRITION HOLDINGS INC. (TSX-V:BABY) (OTCQB:BABYF) (“Else” or the “Company“), a developer of plant-based alternatives to dairy-based baby nutrition, is pleased to provide the following corporate update.
Marketing for Upcoming Product Launch
Else is pleased to announce that it has engaged Covet PR, a national U.S.-based public relations firm devoted to food, beverage, beauty and lifestyle brands. Covet will) support the launch of Else products into the U.S. marketplace in Q3-2020. Covet’s client roster includes impressive, disruptive and leading wellness brands, such as: Beyond Meat, Banza, Kashi, Once Upon a Farm, and many other better-for-you consumer product companies.
“As experts in the plant-based nutrition space, we are thrilled to be partnering with Else Nutrition for their U.S. launch,” says Sara Brooks, Founder, and CEO of Covet PR. “At Covet PR, we are passionate about companies that are truly innovating, making this world a healthier and happier place. Furthermore, as a mom of two young children, I am equally as excited about having a better, complete nutrition solution I can depend on, and I look forward to sharing this brand with consumers nationwide.”
During the month of April, Else executed its first paid test campaigns on social media platforms, showing highly promising results and customer engagement. The brand was exposed to over 320,000 potential U.S. customers, with more than double the industry average clickthrough rate. The clickthrough rate is a widely accepted industry standard indicator of high customer interest in the brand. Insights gleaned from this campaign will be integrated into a sampling campaign planned to launch on June 15th 2020, when customers will be able to order Else Toddler Nutrition samples.
The Company has also partnered with Mom’s Meet, a dedicated community of approximately 100,000 U.S. moms exploring new consumer products for their children. The program will raise brand awareness among this group via digital communications, and will drive sampling for Else Plant-Based Toddler Nutrition.
Product Launch Date
Management is pleased to announce that the impact of the COVID-19 pandemic, on Company’s business was minimal, causing an approximate 2 month delay in product launch which is currently scheduled for late July or early August 2020. Else also expects to finalize its agreement with a leading U.S.-based organic baby formula manufacturer for the production of its plant-based toddler nutrition product in June of 2020.
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, 100% plant-based, non-soy, formula is a clean-ingredient alternative to dairy-based formula. Else Nutrition 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-V: BABY, as part of the TSX Venture Exchange and as OTCQB: BABYF as part of the NY OTC QB Exchange. Else’s Executive and Advisory Board includes leaders hailing from Abbott Nutrition, Mead Johnson, Boston Children’s Hospital, ESPHGAN (European Society for Pediatric Gastroenterology, Hepatology and Nutrition). Plum Organics, Tel Aviv University’s Sackler Faculty of Medicine, and Gastroenterology & Nutrition Institute of RAMBAM Medical Center.
For more information, visit: elsenutrition.com or @elsenutrition on Facebook and Instagram.
For more information, contact:
Hamutal Yitzhak, CEO, Co-Founder & Director
ELSE Nutrition Holdings Inc.
E: [email protected]
P: +972(0)52-447-9931
Mr. Sokhie Puar, Director of Else Nutrition
Email: [email protected]
Telephone: 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, to the extent they are not recitations of historical fact, constitute “forward-looking statements” within the meaning of applicable securities legislation. Forward-looking statements are typically identified by words such as “will”, “plan”, “hope to”, “intend” or similar expressions. Forward-looking statements in this press release include, but are not limited to, statements with respect to: the Company’s commercialization of its products and expected timing, expected go-to-market strategy (including marketing, proposed markets, sales, customer growth and market position), and industry conditions including any impact of Covid-19. Such forward-looking statements reflect current estimates, beliefs and assumptions, which are based on management’s perception of historical trends, 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 successful completion of Else’s proposed scale-up for its products, restrictions due to Covid-19 will not result in additional unplanned delays, and such statements are intended to apply only to the infant formula market for ages 12 months and above, and having all necessary regulatory approval as required by each target market. Numerous risks and uncertainties could cause the Company’s actual results to differ materially from the estimates, beliefs and assumptions expressed or implied in the forward-looking statements, including, but not limited to: consumer demand for the Company’s products, whether the Company’s current and future products achieve commercialization, uncertainty regarding material changes in laws and regulations, retention of key personnel, the Company’s ability to expand into global markets and competitive developments, and the impact of Covid-19 on the planned business operations. The foregoing list of factors is not exhaustive, and other risks and uncertainties not presently known, or believed to be material, to management Additional information and other factors that could affect the operations or financial results of the Company are set out in the Company’s Filing Statement dated May 14, 2019 under the heading “Risk Factors” and may be accessed through the SEDAR website (www.sedar.com). 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