Ms. Hamutal Yitzhak reports

ELSE ANNOUNCES UNITED KINGDOM MARKET LAUNCH; MARKS FIRST FORAY INTO THE MULTI-BILLION DOLLAR EUROPEAN MARKET

Else Nutrition Holdings Inc. has launched its highly acclaimed, plant-based complete nutrition toddler drink in the United Kingdom, cementing its presence through partnerships with leading U.K. distributors. This milestone is a direct result of the company's strategic initiatives to expand into new international markets and marks the company's first foray into the multibillion-dollar European market.

Bridging the nutritional gap: Else's over-90-per-cent-whole-food-based formula offers a sustainable and health-conscious alternative in the United Kingdom. The enthusiasm surrounding this market entry is palpable as the United Kingdom's growing interest in plant-based nutrition aligns seamlessly with Else Nutrition's ethos and product offerings.

"Entering the U.K. is a game changer for us and for health-aware families as we introduce our products both on-line and in stores," said Hamutal Yitzhak, chief executive officer of Else Nutrition. "The U.K. represents our first entry into the lucrative European market, and we expect to enter additional European countries in the near term. Moreover, Europe is an ideal market for our products given consumer preferences and trends towards healthy and nutritious plant-based options, especially for their children. Feedback from our partners has been overwhelmingly positive, and we anticipate sharing key upcoming milestones as we progress."

The European baby food market amounts to $17.42-billion (U.S.) in revenue in 2023 and is expected to show a volume growth of 3.9 per cent in 2024. The market is expected to grow annually by 5.78 per cent (compound annual growth rate for 2023 to 2028). In global comparison, revenue generated in China is $1,854-million in 2023.

The United Kingdom baby food market is valued at 960 million British pounds in revenue and forecasted to continuously increase between 2023 and 2028 by a total of 182.3 million British pounds (positive 18.98 per cent). Notably, the revenue of the baby food segment has been continuously increasing over the past years.

The European baby food market is experiencing significant growth due to rising population of baby boomers and a growing participation of women in the work force that has encouraged the acceptance of powdered milk and the preparation of baby food. As consumer health awareness increases, parents are looking to minimally processed and natural baby foods to help their children lead a healthy lifestyle. The organic baby food sector is experiencing significant growth in the local infant nutrition market due to awareness of the benefits of organic products.

About Else Nutrition Holdings Inc.

Else Nutrition Holdings is a food and nutrition company in the international expansion stage focused on developing innovative, clean and plant-based food and nutrition products for infants, toddlers, children and adults. Its revolutionary, plant-based, non-soy formula is a clean-ingredient alternative to dairy-based formulas. Since launching its plant-based complete nutrition for toddlers, made of whole foods, almonds, buckwheat and tapioca, the brand has received thousands of powerful testimonials and reviews from parents, gained national retailer support, and achieved rapid sales growth.

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