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Else Nutrition Holdings Inc. Engages the Sawtooth Group for Branding & Bolsters Advisory Board

VANCOUVER, BC / ACCESSWIRE / December 19, 2019 / ELSE NUTRITION HOLDINGS INC. (TSXV: BABY)(OTCQB:BABYF) ("Else" or the "Company"), a developer of a real alternative to dairy-based infant nutrition, is pleased to announce the following updates to shareholders.

Key Highlights

  • Else Nutrition has engaged an independent, full-service agency, The Sawtooth Group of Red Bank, New Jersey, for branding strategy and creative asset development. Sawtooth brings years of expertise specializing in the food and better-for-you brand sectors.
  • The company signs Katie Kaswell, former VP of Marketing for Plum Organics baby food, as the latest addition to its Advisory Board. She brings extensive U.S.-focused infant nutrition experience, adding to Else Nutrition's already infant nutrition expert team.

Branding & Strategic Marketing Agency Selected

Else Nutrition Holdings Inc. has engaged and commenced strategic brand development and creative work with The Sawtooth Group, an independent agency based in Red Bank, New Jersey. With an impressive client roster including McCormick, Finlandia, and Explore Cuisine, Sawtooth brings over 3 decades of progressive branding experience to the engagement. The Sawtooth Group holds years of progressive experience in food brands and better-for-you brands.

"Having a deeply seasoned food and consumer goods partner on board as part of our efforts is instrumental. They've proven their prowess helping various startups to scale impressively. They simply get today's health-conscious consumer, and can help Else express its clean label offering to consumers. Their involvement will be catalytic as we launch and grow in the North American market," remarked Hamutal Yitzhak, CEO and Co-Founder of Else Nutrition.

The work scope spans: branding strategy, brand visual identity, creation of brand assets including website development, digital and social media creatives.

President & CEO of The Sawtooth Group, Kristi Bridges stated, "We are beyond thrilled to be working with Else Nutrition to bring to life their mission to provide a plant-based baby nutrition to a wanting market. As an agency with a management team of mom's with young children, who also have deep expertise in the health and wellness market, we believe parents deserve to have better choices when it comes to feeding their children and we're excited to introduce them to Else."

Former VP Marketing of Plum Organics Joins Else Advisory Board

Else Nutrition announces the addition of Katie Kaswell to the Advisory Board of Else Nutrition GH Ltd. With over 10 years of experience in the baby food category, Katie helped propel the Plum Organics brand from startup to leading player in the industry in the U.S. market, through its acquisition by Campbell Soup Company.

"Else's mission to bring clean-label, plant-based alternatives to families, is much needed in the baby food category. As a mom myself, I was drawn to the Else team's passion for helping families and their commitment to the highest quality products for little ones," stated Katie Kaswell.

"We are extremely pleased to add Ms. Kaswell's deep baby nutrition experience to our growing Advisory Board. Katie's expertise will greatly benefit us, as she advises on branding and marketing elements. Her vast US.-focused baby nutrition expertise will complement the infant nutrition expertise of the existing team," said Hamutal Yitzhak.

About Else Nutrition Holdings Inc.

Else Nutrition is a mission-driven company focused on revolutionizing infant and toddler nutrition through its 100% plant-based and non-soy alternative to dairy-based baby formula. Winner of the "2017 Best Health and Diet Solutions" award at the Global Food Innovation Summit in Milan, Else's innovative toddler formula will be launching in the United States in 2020. For more information, visit: elsenutrition.com.

About The Sawtooth Group

The Sawtooth Group is a full-service creative marketing agency that gets brand in shape. Sawtooth leverages food and fitness and health and wellness expertise to help create fit brands through brand strategy, e-commerce, social media and digital campaigns, packaging and material design and more. They are powered by I-Factor, their proprietary data insights and social listening tool. Sawtooth also leverages their state-of-the-art in-house studio kitchen to create high-quality and irresistible content on behalf of their clients. Founded in 1988, Sawtooth is located in Red Bank, NJ and is a Certified Women's Business Enterprise. Check out Sawtooth on their website, Instagram and Facebook.

For more information, contact:

Chelsie Hodge, Director of Corporate Relations
ELSE Nutrition Holdings Inc.
E: chelsieh@elsenutrition.com
P: (604)360-2977

Hamutal Yitzhak, CEO, Co-Founder & Director
ELSE Nutrition Holdings Inc.
E: hamutaly@elsenutrition.com
P: +972(0)52-447-9931

TSX Venture Exchange

Neither the TSX Venture Exchange nor its regulation services provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Caution Regarding Forward-Looking Statements

This press release contains statements that, to the extent they are not recitations of historical fact, constitute "forward-looking statements" within the meaning of applicable securities legislation. Forward-looking statements are typically identified by words such as "will", "plan", "hope to", "intend" or similar expressions. Forward-looking statements in this press release include, but are not limited to, statements with respect to: the Company's commercialization of its products and expected timing, expected go-to-market strategy (including marketing, proposed markets, sales, customer growth and market position), and industry conditions.

Such forward-looking statements reflect current estimates, beliefs and assumptions, which are based on management's perception of historical trends, current conditions and expected future developments, as well as other factors management believes are appropriate in the circumstances. No assurance can be given that the foregoing will prove to be correct.

Forward-looking statements made in this press release assume, among others, the successful completion of Else's proposed scale-up for its products, and such statements are intended to apply only to the infant formula market for ages 12 months and above, and having all necessary regulatory approval as required by each target market.

Numerous risks and uncertainties could cause the Company's actual results to differ materially from the estimates, beliefs and assumptions expressed or implied in the forward-looking statements, including, but not limited to: consumer demand for the Company's products, whether the Company's current and future products achieve commercialization, uncertainty regarding material changes in laws and regulations, retention of key personnel, the Company's ability to expand into global markets and competitive developments.

The foregoing list of factors is not exhaustive, and other risks and uncertainties not presently known, or believed to be material, to management Additional information and other factors that could affect the operations or financial results of the Company are set out in the Company's Filing Statement dated May 14, 2019 under the heading "Risk Factors" and may be accessed through the SEDAR website (www.sedar.com).

Readers are cautioned not to place undue reliance on any forward-looking statements, which reflect management's expectations only as of the date of this press release. The Company disclaims any obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law.

SOURCE: ELSE Nutrition Holdings Inc.



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