Else was founded and fueled by a mission to find a truly healthy alternative to dairy and highly processed baby nutrition in an industry that saw no change for 120+ years. It started over a decade ago, when our CEO and co-founders, Hamutal, Uriel and Michael, were working as leaders in the infant nutrition industry. There, they saw first-hand how so many babies were suffering from intolerances, allergies, and sensitivities - and were not coping well with existing formula options on the market. Several years later, Uriel’s granddaughter Roni was suffering from a severe, life-threatening sensitivity to cow’s milk and soy formulas. The passionate pursuit for a viable, dairy-free option for Roni, and ultimately for babies and children worldwide, sparked the flame for the company’s start.