Else Nutrition, the infant formula innovator, continues to advance its plant-based, dairy-free, and soy-free baby nutrition portfolio with the release of its Super Cereal for babies' product range. All the company's products use plant ingredients that are natural, healthy, tolerable, and easily digested by babies who aren't benefiting from traditional infant formula. In addition, Else Nutrition is creating a range of alternative products for infants with intolerances and allergies to conventional products and those who fail to thrive on dairy-based nutrition. By doing so, the company is directly addressing a significant market gap accentuated by growing market awareness of the challenges prevalent in the traditional infant nutrition market. And the supporting evidence is compelling: a recent pilot study confirmed that Else Nutrition's products effectively improve feeding-related disorders and symptoms in a large majority of children.
The prevalence of heavy metals in infant nutrition
The infant nutrition market faces a significant challenge: many baby food products have been revealed to contain high levels of heavy metals such as inorganic arsenic, lead, and cadmium. It's generally known that heavy metals are found in some foods due to contaminated water and soil. Still, the presence of heavy metals in infant nutrition is a serious concern because these substances have been linked with lower IQs, behavioral problems, and attention deficit hyperactivity disorder.
Despite these known risks, a recent report issued by the House Subcommittee on Economic and Consumer Policy suggests some baby food companies "knowingly keep toxic foods on the market". The report's findings serve to compound existing parental concerns about the risks of feeding their infants unnatural and unhealthy food.
With this growing market awareness, demand for healthy and natural infant nutrition is increasing. It is expected to remain strong over the long term as parents continue to transition towards safer alternatives.
Else Nutrition becomes the first certified provider of baby cereal that is certified as safe from heavy metals
Else Nutrition is focused on directly addressing these heavy metals challenges by creating a clean range of infant nutrition products parents can trust.
Else Nutrition recently announced the release of its Super Cereal for babies, which is the first product range certified to be safe from heavy metals on the market. Given the growing market concerns about heavy metals, Else Nutrition is addressing a significant market need with this product range entirely plant-based, organic, non-GMO, made with natural whole foods, gluten-free, and packed with essential vitamins and nutrients. And the release of Else Super Cereal represents another step by Else Nutrition is leading the industry toward safer and healthier infant nutrition standards.
Significantly, Else Super Cereal is the first and only baby cereal product in the U.S. granted the Clean Label Project Purity Award, which tests products for over 400 impurities, heavy metals, and toxins like arsenic and lead cadmium. Else Nutrition was granted the award because the company uses only the cleanest ingredients sourced in the U.S. and Europe. And Else Super Cereal is free from common allergens, including milk and soy, gluten, corn syrup, artificial ingredients, and preservatives. It's the ideal product range for parents of infants ready to add healthy foods to their infant's breastmilk or formula-based diet. The company's customers are parents aware of the risks of poor infant nutrition and want the best health outcomes for their children and peace of mind for themselves.
Else Super Cereal is available on Amazon.com from April, followed by additional online retailers and www.elsenutrition.com.
Competitive moat building
Else Nutrition's strategy of rolling out an infant nutrition product range that directly addresses parental concerns about the industry's unhealthy and unsafe food practices is building a competitive moat around the business. The company's key advantage versus competitors is its innovative proprietary ingredient processing method which ensures the highest level of purity and whole ingredients for its baby nutrition products. In addition, by providing access to clean infant products for a market demanding healthy, safe, and nutritious products free of heavy metals, pesticides, and plastic, Else Nutrition is positioned to grow its share of a structurally growing market that is benefiting from health-focused tailwinds. As a result, the company's outlook is bright.
