Else Nutrition announces that it is launching into the Canadian market in July 2022

Else Nutrition announces that it is launching into the Canadian market in July 2022

VANCOUVER — ELSE NUTRITION HOLDINGS INC. announces that it will be formally launching in the Canadian market in July 2022, following two years of reported growth in the United States. Else Nutrition will distribute and sell all 3 of its current category segments within the portfolio: Super Cereals (babies 6+ months), Toddler Nutrition (12-36 months), and the Kids Protein Shakes (2 years+) – spanning both retail and online channels.

The Canadian baby food market is projected to reach $2.4 billion by 2026, and growing at a CAGR of 7.6% from 2019 to 2026. Nonetheless, to date, there are few alternatives in the plant-based segment. Recent data shows that two-thirds (67%) of Canadians consume plant-based foods frequently, while 31% plan to eat more Plant-Based foods within the following year. Else Nutrition tries to provide parents with a healthy and safe alternative to plant-based diets for their babies, toddlers, and kids.

CEO & Co-Founder of Else Nutrition, Hamutal Yitzhak: “Entering Canada is an important milestone for the company. It enables us to reach new markets in a country seeing unprecedented adoption of plant-based diets and natural food innovation. Our data has already shown strong interest from Canadian consumers both online and brick-and-mortar, and we anticipate a favorable response from Canadian families. Given the ongoing challenges within the baby food supply chain, it has become critical for Else to enter the Canadian market right now, with a strategic plan to help Canadian parents provide healthy, Clean Label nutrition to their children.”

Else Nutrition Canada will be led by Mr. Avi Markus, former Vice President of Sales Operations for North America, now promoted to Vice President, Country Manager, Canada. Mr. Markus joined the company in early 2020 and was tasked to develop the core infrastructure for retail sales and business development in the US. Mr. Markus, based in Toronto, Ontario, will have a mandate to develop the Else Nutrition brand within the Canadian market via brick & mortar and various online channels. Prior to joining Else, Mr. Markus held extensive CPG leadership roles, including founding partner with BEON Energems (caffeine-infused energy chocolates) in the United States and Nouristhea Corp (organic loose-leaf teas) in Canada. Mr. Markus also spent several years both with Shoppers Drug Mart, within the Shoppers Optimum loyalty Program, and Unilever Canada, where he embarked on his marketing career. He holds a bachelor’s degree from Western University (London, Ontario) and an MBA from the Schulich of Business (Toronto, Ontario).