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
- Non-Dairy
- Non-Soy
- Hormone-free
- Gluten-free
- non-GMO
- Tastes great

Patented baby formula from two plants (100% plant-based)
Meets the nutritional golden standard of breast milk
No external addition of macronutrients
Free of antibiotics, gluten, hormones, GMOs
Minor ecological footprint (sustainable)
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

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

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

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


Stock Quote

Latest Investors Presentation

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Financial Reports Q2 2019

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Because infants deserve an alternative

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