ELSE Nutrition
Else Nutrition is a publicly traded plant-based nutrition company that develops and sells dairy-free, soy-free baby cereal, toddler formulas, and kids shakes using a proprietary almond-buckwheat-tapioca protein system, primarily serving parents of children with allergies, intolerances, or clean-label preferences, while pursuing FDA approval for plant-based infant formula.
- Company typePublic
- Founded2012
- HeadquartersTel Aviv-yafo, Israel
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What ELSE Nutrition does
Else Nutrition Holdings Inc. (OTCMKTS: BABYF) is a publicly traded plant-based nutrition company founded in 2012 in Israel with operational headquarters in Westerville, Ohio. The company develops and sells dairy-free and soy-free nutrition products for infants (6+ months), toddlers (12+ months), and children (2-13 years) using a proprietary whole-food protein system built on almonds, buckwheat, and tapioca. Its current commercial portfolio spans Baby Super Cereal, three toddler SKUs (Organic, Omega, and European Signature), kids shake powders (vanilla and chocolate), and Ready-to-Drink shakes; all products carry Clean Label Project Purity, USDA Organic, Non-GMO, gluten-free, and Kosher certifications, with 80-90% whole-food ingredient composition.
The company sells primarily through a direct-to-consumer e-commerce site (elsenutrition.com), Amazon marketplace, and physical retail, with a healthcare-institution channel supplying baby feeding accessories to Israel's largest Health Fund under a five-year tender. Pricing is unit-based at CAD$8.99-$39.99 per SKU with loyalty rewards and subscription mechanics to drive repeat purchases. Else is pursuing FDA approval for a soy-free plant-based infant formula under Operation Stork Speed, which would unlock the largest segment of the US infant nutrition market; congressional and FDA actions in 2026 have materially advanced this pathway. The company has a strategic partnership with Danone S.A., a re-elected founder-led management team, and has executed multiple convertible securities financings (notably with Lind Global Fund III LP) alongside a 1-for-10 share consolidation in November 2025 to support working capital and CSE listing transition.
Revenue has been declining (FY2025 approximately CAD$6.0M versus CAD$8.0M in FY2024, impacted by stock-outs), but operational restructuring has lifted gross margin to roughly 40% (from 24% prior year) and reduced operating expenses by 68%, with management targeting cash-flow breakeven between late 2026 and early 2027. The combination of a contracting top line, improving unit economics, a pending FDA catalyst, planned Canadian relaunch in early 2026, and the RealChoice advocacy campaign positions the company as an early-stage turnaround story with significant binary upside tied to US infant formula approval.
ELSE Nutrition firmographics
Firmographics- Name
- ELSE Nutrition
- Legal name
- Else Nutrition Holdings Inc.
- Website
- https://elsenutrition.com
- Company type
- Public
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Else Nutrition is a publicly traded plant-based nutrition company that develops and sells dairy-free, soy-free baby cereal, toddler formulas, and kids shakes using a proprietary almond-buckwheat-tapioca protein system, primarily serving parents of children with allergies, intolerances, or clean-label preferences, while pursuing FDA approval for plant-based infant formula.
- Ownership category
- akta.pro rank
ELSE Nutrition industry classification
Industry- Product category
- Infant and Toddler Plant-Based Nutrition
- NAICS
- Dairy Product Manufacturing (3115), Breakfast Cereal Manufacturing (311230)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ)
- akta.pro secondary industries
- Toddler & Growing-Up Milk (12+ months) (CRADAEAC), Baby Cereals & Grain-Based Foods (CRADAEAD), Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic) (CRADAEAB)
Keywords
Where ELSE Nutrition is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv-yafo
- HQ country
- Israel
- HQ region
- Middle East
Offices2 records
Markets served
ELSE Nutrition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer and retail sales of plant-based nutrition products for babies (6+ months), toddlers (12+ months), and kids (2-13 years). Products include baby cereal, toddler formulas, and kids nutritional shakes sold through company website, Amazon, and retail stores.
- Subscription/Repeat Purchases: Loyalty and subscription programs encouraging repeat purchases of toddler formulas and kids nutrition products with money-back guarantee and reward points for customer retention.
- Government/Tender Contracts: Five-year tender renewal with Israel's largest Health Fund for baby feeding accessories, supplying baby bottles and nipples to hospitals and maternity wards across Israel.
- Affiliate and Partner Referrals: Affiliate marketing program and partnership referrals driving customer acquisition through influencer partnerships and parent community engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Toddler Organic - Plant-Based Complete Nutrition |
| Unit Pricing | Pay-as-you-go | Toddler Omega - Plant-Based with Omega 3 & 6 |
| Unit Pricing | Pay-as-you-go | European Recipe Toddler Signature |
| Unit Pricing | Pay-as-you-go | Kids Plant Shake - Chocolate/Vanilla Powder |
| Unit Pricing | Pay-as-you-go | Kids Ready-to-Drink Shakes |
| Unit Pricing | Pay-as-you-go | Baby Super Cereal |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
ELSE Nutrition product offering
Product offeringCore offering
Else Nutrition develops and sells plant-based, dairy-free, and soy-free nutrition products for infants (6+ months), toddlers (12+ months), and children (2-13 years). Its portfolio includes Baby Super Cereal, Toddler Organic, Toddler Omega, European Recipe Toddler Signature complete nutrition drinks, and Kids Plant Shakes in powder and ready-to-drink formats. All products are built on a proprietary whole-food platform of almonds, buckwheat, and tapioca.
Product overview
Else Nutrition offers a portfolio of plant-based, dairy-free, and soy-free nutrition products for infants, toddlers, and kids. The product line includes Baby Super Cereal (6+ months) - an organic cereal certified by Clean Label Project; Toddler products (12+ months) including Toddler Organic (USDA Organic, 90% whole-food ingredients), Toddler Omega (with added Omega 3&6), and Toddler Signature (European recipe with DHA); and Kids products (2+ years) including powder shakes (My First Plant Shake in Vanilla and Chocolate) and Ready-to-Drink shakes. All products are made from three core whole-plant ingredients: almonds, buckwheat, and tapioca. The company is also developing a plant-based infant formula that is pursuing FDA approval under Operation Stork Speed.
Differentiator
Problem solved
Functional benefit
Brands
- RealChoice: Advocacy campaign focused on FDA approval for plant-based infant formula and consumer awareness about formula options.
Products and services
- Baby Super Cereal
Quantifiable outcome
- 76% improvement in children's gastrointestinal symptoms reported by mothers
- +5 more outcomes
Companies that use ELSE Nutrition
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
ELSE Nutrition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ELSE Nutrition partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Danone S.A.coreMulti-stage partnership announced in November 2023 with Danone S.A., a major global food and beverage company, targeting the growing demand for plant-based and dairy-free infant nutrition solutions. The partnership positions Else Nutrition within Danone's expansion strategy in the plant-based infant nutrition category.
- Treehouse AlmondsminorCalifornia-based sustainable almond supplier known for environmentally responsible farming practices including water-efficient methods, pollinator-friendly practices, and zero-waste approach. Primary ingredient source for premium almonds used in Else Nutrition products.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
ELSE Nutrition competitors and assessment
Company assessmentDirect peers
- Bobbie: Bobbie is a U.S.-based organic infant formula brand positioned similarly to Else as a smaller, premium, parent-founded alternative to Big Formula. Both compete for the same health-conscious, allergy-aware parent segment.
- Serenity Kids: Serenity Kids makes organic, vegetable-forward baby and toddler meals and pouches, comparable to Else's clean-label, plant-based positioning for young children and overlapping on the 'non-dairy, minimal-sugar' messaging.
- Cerebelly: Cerebelly produces organic, plant-based baby food pouches with a focus on early childhood brain development nutrition — overlapping Else's kids' nutrition shakes and the 'clean label, plant-powered, organic' positioning aimed at the same parent demographic.
- Once Upon a Farm: Once Upon a Farm makes organic, plant-based baby food, toddler meals, and shakes with a similar DTC + retail distribution model. Comparable product philosophy (clean label, organic, no artificial ingredients) and overlapping customer base.
Emerging players
- Little Spoon: Little Spoon delivers fresh, plant-forward baby and toddler meals on a subscription basis, intersecting with Else on the kids 2+ nutritional supplement category and on premium-DTC, parent-targeted positioning.
Broad incumbents
- Earth's Best: Earth's Best is one of the longest-standing organic baby food and toddler nutrition brands in the U.S., providing a broad incumbent benchmark for shelf-stable organic baby cereal, toddler formulas, and kids' nutrition drinks.
- Plum Organics: Plum Organics is a leading organic baby food, toddler snack, and kids nutritional brand owned by a major CPG parent (Campbell Soup), making it a broad incumbent competing in adjacent baby/toddler categories with broader scale and retail penetration.
- Happy Baby Organics: Happy Baby Organics is a leading U.S. organic baby and toddler food brand competing with a deep pouches, cereals, and snacks portfolio across mainstream retail — providing a useful benchmark for shelf access and category pricing.
- Danone: Danone is a global leader in dairy and infant nutrition and Else's strategic partner, but it also competes with its own extensive plant-based (e.g., Alpro, Happy Family) line, making it a broad incumbent with overlapping plant-based infant nutrition ambitions.
Others
- Bobbie (Plant-Based Competitor): Else-style plant formula challenger: (Alt listing) Bobbie's plant-based infant formula effort places Else in an adjacent category that may erode Else's technical first-mover advantage if successful.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ELSE Nutrition social profiles
Digital presenceELSE Nutrition compliance and trust
Trust signalCompliance9 records
ELSE Nutrition financial estimates
Financial estimateRevenue estimate
Valuation estimate
ELSE Nutrition leadership team
Management profileNumber of profiles
Profiles4 records
ELSE Nutrition funding detail
Funding detailFunding overview
Funding rounds14 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ELSE Nutrition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ELSE Nutrition
What does ELSE Nutrition do?
Else Nutrition develops and sells plant-based, dairy-free, and soy-free nutrition products for infants (6+ months), toddlers (12+ months), and children (2-13 years). Its portfolio includes Baby Super Cereal, Toddler Organic, Toddler Omega, European Recipe Toddler Signature complete nutrition drinks, and Kids Plant Shakes in powder and ready-to-drink formats. All products are built on a proprietary whole-food platform of almonds, buckwheat, and tapioca.
Is ELSE Nutrition a public or private company?
ELSE Nutrition is a public company. It is classified as public and is currently operating.
When was ELSE Nutrition founded?
ELSE Nutrition was founded in 2012. It employs 11 to 50 people.
Where is ELSE Nutrition based?
ELSE Nutrition is headquartered in Tel Aviv-yafo, Israel, in the Middle East region.
How does ELSE Nutrition make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Repeat Purchases, government/Tender Contracts and affiliate and Partner Referrals.
Who are ELSE Nutrition's main competitors?
Direct peers on record are Bobbie, Serenity Kids, Cerebelly and Once Upon a Farm. Little Spoon is listed as an emerging player. Broad incumbents are Earth's Best, Plum Organics, Happy Baby Organics and Danone. Bobbie (Plant-Based Competitor): Else-style plant formula challenger is listed as an others.
Does ELSE Nutrition have an API?
No public API is recorded for ELSE Nutrition.
What industry is ELSE Nutrition in?
ELSE Nutrition's product category is Infant and Toddler Plant-Based Nutrition. Its primary akta.pro industry code is AFAKAJAJ, Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition), with a secondary code of CRADAEAC, Toddler & Growing-Up Milk (12+ months). Its NAICS code is 3115 and its SIC code is 2090.