Else Nutrition's Plant-Based Complete Nutrition for Toddlers has been ranked the number-one selling product on Amazon's Hot New Releases for the retail giant's Baby and Toddler Formula category, the company announced Monday.

As of Nov. 17, the product's single and four-pack varieties held the first and second spots on the list, respectively.

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The Amazon success comes after the company took to social media to advertise itself in the US via an animated campaign.

"We are overwhelmed with excitement by the demand we are seeing for our Toddler Nutrition on the Amazon platform," said Else co-founder and CEO Hamutal Yitzhak.

"The strong uptake confirms that US parents are looking for novel healthy nutrition alternatives for their children," Yitzhak added, noting that the Amazon demand echoed consumer feedback the company was receiving through its own online store and in brick and mortar retail outlets.

Earlier this week, Else Nutrition announced that is had commenced shipment of its product with KeHE Distributors.

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An Israeli manufacturer of plant-based baby food is taking to social media ahead of its product launch in 380 retail outlets across the US.

Else Nutrition Holdings hired an award-winning animator to conceptualize an animated campaign that includes an interactive Instagram Live series with featured appearances from leading pediatricians, registered nurses and dietitians. The series airs on Tuesdays at 1 p.m. EST.

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Using colorful animation, the Else Nutrition campaign welcomes consumers to an "Else World" where whole-food, plant-based nutrition is everywhere, especially in the baby aisle, with focus on its breakthrough product: Else Plant-Based Complete Nutrition for Toddlers.

The company is marketing its plant-based, non-soy, formula as a "clean-ingredient alternative to dairy-based formula." Else Nutrition won the "2017 Best Health and Diet Solutions" award at the Global Food Innovation Summit in Milan.

Else Nutrition co-founder and CEO Hamutal Yitzhak said, "We're inviting all parents to join us in building an Else World: the kind of world our babies and children deserve: with cleaner, less processed, whole-food plant-based nutrition, and a healthier planet.

"We've seen how our ground-breaking plant-based nutrition has helped families around the US provide their children with proper nutrition," Yitzhak added.

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