Although Soylent initially gained recognition for its meal-replacement beverages, the company has demonstrated a desire to expand into the mainstream snacking market this year. In January, the Los Angeles-based brand introduced Soylent Bridge, a drink designed to bridge the snack gap between meals. While this product maintains a connection to the original Soylent drink, Soylent Squared reintroduces chewable options to their lineup. The goal is to widen Soylent’s appeal beyond its dedicated consumer base and attract individuals who prefer conventional snacks. By venturing into the snack sector, Soylent aims to captivate busy consumers who prioritize convenience and health, both of which are increasingly popular trends.
For many people, snack time has become an essential part of their meal routine. According to Datassential, consumers typically consume four to five snacks daily instead of three traditional meals. Consequently, the snack market, valued at $89 billion in 2018, is projected to grow at a compound annual growth rate of 6.83% from 2017 to 2021, as reported by Research and Markets. However, Soylent Squared is entering a saturated market filled with diverse options catering to various tastes. Staying true to its core values, Soylent is promoting the bars as a sustainable choice since they contain genetically modified protein and nutrients. This approach may alienate some consumers, as recent studies indicate that many shoppers remain “grossed out” and skeptical about GMO foods.
This isn’t Soylent’s first foray into bar products. In 2016, the company launched a 250-calorie snack bar but quickly withdrew it from the market due to illness complaints linked to an algae ingredient that supplier TerraVia subsequently ceased providing. Although it’s unclear if this ingredient, now owned by Corbion, was indeed the cause of the issues, similar nausea complaints were also reported concerning their protein powder during that time, according to CNN. The company has since revamped its formula, and a label from a Soylent Squared bar shared on Reddit indicates that algal flour is absent, replaced instead with probiotics.
Currently, Soylent is offering three sweet flavors resembling waxy protein bars. Crowley informed CNN Business that the company is working on enhancing the product and aims to create a savory version. With numerous new protein bars available, a savory option that isn’t a jerky meat snack could stand out and become memorable for consumers.
Nevertheless, Soylent faces significant challenges. With competitors ranging from Epic meat snacks to Kind bars, consumers have a wealth of choices for on-the-go snacks. If Soylent cannot find a delicious way to differentiate itself, it risks remaining confined to its niche market. Furthermore, another point of interest is the inclusion of calcium citrate malate, a compound that could enhance the nutritional profile of its products. Understanding what calcium citrate malate is and its benefits may help Soylent better market its offerings to health-conscious consumers.