Soylent aims to enter the UK market on 18 September with a range of nutrition and meal replacement drinks.
It plans to hit the trade with three ready-to-drink flavours: Cacao, Cafe Mocha and Original.
Each drink, which has a year's shelf-life, is designed as a complete meal, packed with 20g of protein and 26 vitamins and minerals. It is also vegan- and nut-free using plant-based protein to ensure less water and less CO2 is produced compared to the process to source protein from livestock.
Unhealthy choices
The brand’s ethos is to provide nutrition for consumers for whom spare time is so limited they might otherwise make unhealthy, unsustainable or expensive on-the-go choices.
Soylent chief executive Bryan Crowley said he believed the time was right to bring Soylent to the UK.
“For many of us, a busy lifestyle means it’s hard to get the nutrition we want, despite good intentions,” he said.
“Falling back on bad habits of skipping meals, snacking on junk food or eating nutritionally sub-par foods can become the norm as we struggle to maintain a healthy balance.
‘Food voids’
“At Soylent, we call these occasions ‘food voids’ and we’re on a mission to make these obsolete for consumers everywhere”.
Founder Rob Rhinehart, alongside co-founders Matt Cauble, John Coogan and David Renteln, developed Soylent in 2013 as a solution to the food voids they faced when launching their own start-up businesses.
After an initial crowdfunding campaign, Soylent went from one mixable powder sold direct to consumers to a suite of ready-to-drink meals.
Amazon, Walmart
The brand has continued to expand and is now available on Amazon and stocked with US retail giants including Walmart, 7-11, Kroger and others.
The three RTD variants will be available from September via Amazon UK at £39.99 for a case of 12 bottles (£3.33 per bottle), with Soylent mixable powder formats coming in 2019.
The company’s top line intention to break into the UK was reported in August.
