Confidential and Proprietary. Copyright (c) by Else ......Confidential and Proprietary. Copyright (c) by Else Nutrition GH Ltd. All Rights Reserved August 2019 • Else Nutrition Holdings

Confidential and Proprietary. Copyright (c) by Else Nutrition GH Ltd. All Rights Reserved August 2019



Creating a Sustainable Alternative for a

90+ Billion USD Infant Formula market

growing at a CAGR of 9.35% a year

https://vimeo.com/332421323/4dbae1271d

2017-2025 forecast

3

A Golden Opportunity

https://vimeo.com/332421323/4dbae1271d

https://www.prnewswire.com/news-releases/global-infant-formula-market-worth-usd-90-48-billion-by-2025-hexa-research-300813717.html


Our planet demands it

Mankind seeks it

Technology & Science Enable it

4

Plant-based is the Future

It’s something Else


Favorable Trends for Specialty, Plant-based & Organic

40%of Baby Formula

sold in the US are

Specialty Formula

(allergic/intolerance)

Euromonitor 2018


Hamutal Yitzhak

Co-Founder & CEO

Former Head of Infant Nutrition at Abbott labs Israel

Founder & Partner in Heart baby snack co.

Michael Azar

Co-Founder & CTO

Former CEO & Chief Food Technologist at Materna (acquired by

Nestle)

Infant Nutrition production expert

Uriel Kesler

Co-Founder & COO

Former GM PL Infant Formula at Promedico

Healthcare Group, Israel

Founder & Partner in Heart baby snack co.

Founders

6


Fabiana Bar-Yoseph

Director Clinical & Regulatory affairs

Former Clinical

Development Director

& Infant Nutrition R&D

Director at Enzymotec,

PhD in Medical

Science

Barak Orenstein

Director Digital Marketing

Former CMO at AHAVA,

past Global Brand Director

at Sodastream, L'Oreal &

Danone, 15+ years of

Consumer Goods

Reuben Halevi

VP Sales Operation

Former senior exec at

Retalix® (NASDAQ:RTLX;

acquired by NCR, 2012);

Retail, eCommerce &

marketing technology expert

Shay Shamir

CFO & Company Secretary

Former CFO at Atlantium

Technologies, Past roles at

SuperCom and Ernst &

Young. BA Accounting,

CPA, MBA

Team

7


Prof. Ron Shaoul M.D.

Head of Pediatric Gastroenterology

& Nutrition Institute

RAMBAM Medical Center Haifa, Israel

Brigitte Kohavi, MSc

Chief Pediatric Nutritionist

Head of child & infant nutrition team, SHIBA Medical center Ramat Gan.

National representative at ESPGHAN (European Society for Pediatric Gastroenterology, Hepatology & Nutrition)

Eli Barda

Senior Partner E&Y Israel

Technology & growth market sectors.

Josh Tetrick

Co-Founder & CEOJUST Inc.

Billion Dollar, Sustainable Plant-Based Foods Company, San Francisco, USA

Highly experienced with technology

ventures focused on life sciences and

Agri-tech with vast experience in IPOs,

M&As

Advisors & Supporters

8


RONNIE

It all started with a personal pain


The Long Journey from Idea to Product


The 120 Year Challenge

Infant Formula must meet the

breast-milk nutrition gold standard

• Full amino acid profile

• Identical fatty acids profile ratio

• Exact macronutrients ratio of protein, carbs and fat


Cow Milk Protein (90%+)

• One of the strongest allergens

• Suspected to have high levels of antibiotics,

hormones and pesticides traces

• Mass production causes animal welfare concerns

and damages the environment

Soy Protein (<10%)

• Controversial and declining

• A proven allergen

• Is mostly GMO (99%)

• Chemically processed

• Suspected to have harmful effects on infants due to high levels of phytoestrogens

The Problem – Current Options


*Presented at the American College of Allergy, Asthma and Immunology (ACAAI) Annual Scientific Meeting, Nov 2018

50%• of US babies

with food allergyare allergic to cow’s milk

• of babies allergic to cow’s milkare allergic also to Soy

Recently study reveals…


The Solution

The 1st

100% Plant-based

No-Dairy No-Soy Baby Formula

It is something Else


• Based on 2 plants: almond & buckwheat

• Cleanest Label

• Organic

• Free of hormones, antibiotics, gluten, GMO

• Sustainable: minor ecological footprint

• Full Amino & Fatty Acid Profile

• Added natural carbohydrate

15

100% Plant-based

All-natural

Game Changer in Infant & Toddler Nutrition

Imitates the gold-standard of breast milk

nutritional composition values


Transforming two plants in an all-natural process to a Breast Milk Nutritional Analog

16

Beyond Organic

Innovative, wholesome, clean label Science & MFG Technology

• Whole plant in its natural form -

NOT chemical extracts or derivatives

• No hydrogenated external oil blends

• No corn syrup solids

• No chemicals

• No fortification with amino acids

• Meets WHO Codex for Infant Nutrition

• Medically-endorsed by leading Pediatric

experts

• Produced in baby-formula grade facilities

with highest standards


Strong IP Portfolio

Composition based patent – not technology or process

Patent already granted in 15+ countries : • USA

• Australia

• Eurasia (Russia, Belarus+ 10 others)

• Ukraine

• Japan

• South Africa

• Israel

• New Zealand

Pending in 50+ countries

Valid Through

2034


Else NutritionA Foundation for a World of PROPER Nutrition

Vision

18


Plant-based, clean label, whole balanced meal products

19

Future Potential Portfolio & Beyond


Status & Plans


R&D, Production & Marketing Status

• R&D for toddler formula is done

• R&D for Children Nutritional drinks is done

• Last R&D stage for Infant formula

• FDA clinical studies are in preparations

• Pre-Production scaleup runs

• First samples ready

• First commercial production Q2 2020

• US Market research and brand strategy in process

• US Creative branding agencies in vetting process

• New website and e-store will launch in Q1 2020


Many consumers have told us: “We need an alternative, right away”

Target Early Adopters First

• Vegan, Vegetarian and Flexitarian Families

• Allergic toddlers & infants who suffer from dairy/soy intolerances

• Families seeking healthy & sustainable nutrition and care for our planet

22

Target Markets

After receiving FDA approval for 0-12 months infant formula, broaden focus to all babies


Go-To-Market Strategy

GEO Markets

• North America

• Western Europe

• China

Market Channels

• On-line / Amazon

Baby food eCommerce sites

• Regional/Natural retail chains

Using distributors

Marketing

• Social channels & influencers

• Digital marketing

• Content rich


100% plant based

Key Messaging


• Else Nutrition Holdings Inc. started trading on the TSX Venture Exchange on June

18 as a Tier 2 ‘Technology’ company, under the trading symbol “BABY.”

• The $7.5 Million CAD investment was raised by Canaccord Genuity Inc.

• The transaction was performed via an RTO (Reverse Take Over) into a CPC

(capital pool company formerly ASB Capital Inc.) traded on the TSX in Canada.

• The Israeli company was well-received by Canadian investors with a 176% rise on

the first day of trading.

• As part of the transaction Else Nutrition took over Golden Heart FMCG Ltd., a

successful Israeli company that develops and markets health food and snacks for

babies and kids in Israel. Else founders Uriel Kesler and Hamutal Yitzhak were the

managing partners at Golden Heart.

25

Corporate Funding Status

Trading in the TSX-V: BABY


Thank You

It’s something Else

Contact

Hamutal Yitzhak, CEO

Cell: +972-(0)52-4479931

Email: [email protected]

mailto:[email protected]


• Trading on TSX Venture Exchange since June 18 (“BABY”)

• Raised $7.5 Million CAD investment by Canaccord Genuity Inc.

• $98+ Billion annual market by 2025 growing at 9.35%

• Founders from Abbott, Nestle & Promedico

• Developed 100% plant-based alternative to dairy infant formula

• Made from 2 plants – Almonds & Buckwheat

• Superior taste and Free of : Dairy & Soy, Hormones, Antibiotics, Gluten, GMO

• Science-Backed

• Clean label, Sustainable, Minor ecological footprint

• Medically endorsed by leading pediatric experts

• Patent Granted in U.S 19+ countries (40+ Patent Pending countries)

• Competitively priced, market ready for toddlers today (12-36 months)

• US launch planned to Q2 2020

27

At a Glance


Prof. Ron Shaoul M.D.

Head of Pediatric Gastroenterology

& Nutrition Institute

RAMBAM Medical Center Haifa, Israel

Brigitte Kohavi, MSc

Chief Pediatric Nutritionist

Head of child & infant nutrition team, SHIBA Medical center Ramat Gan.

National representative at ESPGHAN (European Society for Pediatric Gastroenterology, Hepatology & Nutrition)

Eli Barda

Senior Partner E&Y Israel

Technology & growth market sectors.

Josh Tetrick

Co-Founder & CEOJUST Inc.

Billion Dollar, Sustainable Plant-Based Foods Company, San Francisco, USA

Highly experienced with technology

ventures focused on life sciences and

Agri-tech with vast experience in IPOs,

M&As

Advisors & Supporters

28

Documents

Confidential and Proprietary. Copyright (c) by Else ......Confidential and Proprietary. Copyright (c) by Else Nutrition GH Ltd. All Rights Reserved August 2019 • Else Nutrition Holdings