Sector: Biotechnology - Natural Products
Technological Field: Plant extracts
Year Established: 2007
MothersChoice is a privately held, Israeli registered company founded in 2007. The company researches and develops innovative products in the baby toiletries market. Today, as a result of technological limitations, there are no products in the market that do not contain synthetic materials including those that purport to be "natural". Mother'sChoice products are completely free of synthetic materials and chemical reaction – the first of their kind in the world.
Research performed by Professor Shlomo Magdassi, from the Hebrew University of Jerusalem has shown the possibility that materials that are extracted from a particular plant, using unique processes, can serve as a platform for producing foam which can be utilized for the line of products that the company plans to produce.
Mother'sChoice first line of product will include 10 SKUs (Stock Keeping Units) based on soap and shampoo which will aim mothers and fathers to 0-6 year old babies (users).