The Real 100% Plant-Based Alternative to Dairy-Based Baby Nutrition


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Plant-based baby and toddler nutrition:

Understand ELSE in 2 minutes

Current status

Cow milk protein is almost exclusively the only protein source for the entire baby formula industry for 100 years.

The Opportunity

Creating an alternative for an $83 billion well-educated and ‘wanting’ market:

100% Plant-Based
Tastes great

Patented baby formula from two plants (100% plant-based)
Meets the nutritional golden standard composition values of breast milk
No external addition of macronutrients
Free of antibiotics, gluten, hormones, GMOs
Clean Label & Minor ecological footprint
Medically-endorsed by leading pediatric experts

100% Plant-based nutrition

Perfect for toddlers (12-36 months) as a real alternative to dairy-based baby formulas, also providing a solution for lactose intolerance and other sensitivities preventing babies from the benefit of existing product lines.

Leadership Team

Hamutal Yitzhak

Co-Founder, CEO, Director

Former Head of Infant Nutrition at Abbott Labs Israel BSc Psychology and General Science MBA Marketing

Uriel Kesler

Co-Founder, COO, Director

Former GM PL Infant formula) (Promedico Healthcare Group) Bsc Economics

Michael Azar

Co-Founder, CTO

Former CEO & Chief Food Technologist at Materna Infant nutrition production expert

Reuben Halevi

VP Sales Operation

Former Senior Exec at Retalix (NASDAQ:RTLX, acquired by NCR 2012) Retail, e-commerce & marketing technology expert

Shay Shamir

CFO & Company Secretary

Former CFO at Atlantium Technologies, Past roles at SuperCom and Ernst & Young. BA Accounting, CPA, MBA

Barak Orenstein

Director of Marketing, Digital

Former CMO at AHAVA, past Brand Director at Sodastream, L'Oreal and Danone, 15+ years of Consumer Goods Marketing, BSc Biology, MBA in Marketing

Dr. Fabiana Bar-Yoseph

Director of Clinical Development, Regulatory and Scientific Affairs

Former Clinical Development Director and Infant Nutrition R&D Director at Enzymotec, PhD in Medical Science

Asher Widberg

Director of New Product Development

Former Head of Process Development - Infant Nutrition at Enzymotec. BSc in Bio-Chemical Engineering, MBA.

Elliot Mendel

Israel Operations Manager

Former Junior Product Manager at Mercedes Benz Israel, BA in Economics

Liliana Frimerman

Head of Bookkeeping & Payroll

Experienced bookkeeper and payroller controller, broad experience at numerous startups

Advisory Board

Dr. Jon A. Vanderhoof

Former Vice President, Global Medical Affairs at Mead Johnson Nutrition. Pediatric gastroenterologist at Boston Children's Hospital, Senior Lecturer in Pediatrics at Harvard Medical School.

Katie Kaswell

Former Vice President of Marketing at Plum Organics Baby Foods, Formula and Snacks. Health-Supportive Chef.

Prof. Raanan Shamir

Professor of Pediatrics, Sackler Faculty of Medicine, Tel-Aviv University. Chairman, Institute of Gastroenterology, Nutrition and Liver Diseases, Schneider Children's Medical Center. Past President of ESPGHAN – European Society for Pediatric Gastroenterology Hepatology and Nutrition.

Prof. Ron Shaoul M.D.

Head of Pediatric Gastroenterology & Nutrition Institute, RAMBAM Medical Center, Haifa, Israel. Clinical Associate Professor, Technion, Faculty of Medicine.

Because infants deserve an alternative

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