Soylent's namesake ready-to-drink product comes in a 14-oz single-serve bottle and contains 400 calories.
Hitting the mainstream market
Though medical and health care foods are gaining traction in the commercial food industry because of demand from a very specific segment of the population, the more common meal replacement beverages that stock everyday retailers’ shelves tend to address weight loss or speak to convenience. They are grab-and-go drinkable meals in a bottle.
“What’s key with any meal replacement beverage is that it satisfies in terms of both satiety, as well as that physical and emotional gratification one gets when eating varied foods,” Ms. Folta said. “It’s much more challenging to satisfy with a liquid food than with a meal replacement bar, where the consumer gets to crunch or chew, and experiences various textures in the mouth.”
Joe Farinella, vice-president of research and development at Imbibe, said higher viscosities provide more of a sense of a meal, but that high-viscosity products may present their own set of challenges in processing. He emphasized that texture and mouthfeel are important considerations in such beverages where you are packing in lots of nutrients.
“When working with these nutrient-dense systems, the solubility and stability of ingredients is important,” he said. “And if you were to take it a step further and add pulp or particulates to satisfy the desire to chew, there are food safety considerations that must be taken into account. All of these attributes must be monitored throughout shelf-life on these types of products since even a small reaction that occurs in the product over time can have a dramatic effect on viscosity and stability.”
Currently most meal replacement beverages are processed to be shelf stable until opened. Many have shelf lives of more than a year, which magnifies technical challenges. This is why such beverages tend to be packaged in opaque containers with bold instructions to shake thoroughly before consumption. Barrier packaging also protects light-sensitive ingredients from breaking down.
As with all food and beverages, taste is paramount. With meal replacement beverages, the flavor profile is also part of the product’s selling features.
“If you are depriving yourself of a sit-down meal, it’s always helpful to feel like you are indulging on something special,” Ms. Folta said. “That’s why many of these beverages have flavor profiles such as chocolate fudge or caramel latte.”
Los Angeles-based Soylent’s namesake ready-to-drink product comes in a 14-oz single-serve bottle and contains 400 calories. The macronutrient breakdown is 37 grams of carbohydrates, 21 grams of fat and 20 grams of protein.
The company positions its beverages as nutritionally complete foods — real meals rather than supplements or replacements. It is a brand distinction and value proposition that the company emphasizes in efforts to set itself apart in the category. The company has raised more than $50 million in venture capital since it was launched in 2013.
Soylent also has a coffee-flavored line in original (Coffiest), chai and vanilla flavors. Both lines provide 20% of the Daily Values for all essential vitamins and minerals.
The cafe line was designed to provide the vitamins, minerals, fats, carbohydrates and protein that the body needs, all in a convenient, ready-to-drink package. All of the flavors provide the added boost of caffeine in conjunction with the relaxing benefits of L-theanine to promote increased cognitive performance.
Breakfast tends to be the daypart that most meal replacement beverages talk to. Earlier this year, Nestle introduced Carnation Breakfast Essentials Light Start ready-to-drink shelf-stable complete nutritional beverages. The convenient grab-and-go options come in cafe mocha and milk chocolate varieties, with each 8-oz bottle containing 150 calories, 4 grams of fat, 13 grams of protein, 3 grams of sugar and 3 grams of fiber. The protein comes from a combination of milk protein concentrate and soy protein isolate. The gluten-free drinks are fortified with 21 vitamins and minerals.
Fairlife L.L.C., Chicago, identified an opportunity in nourishing snack beverages and now offers Fairlife Smart Milkshakes, which are marketed as “the smarter way to snack.” Each 8-oz bottle contains 170 calories, 15 grams of dairy protein, 5 grams of fiber, and 10 to 12 grams of sugar, depending on flavor. The lactose-free “honey and oats” milkshakes are loaded with prebiotic fiber, calcium and antioxidants vitamins C and E. Varieties are french vanilla, milk chocolate and strawberry.
