As the new year begins and individuals strive to maintain their diet-related resolutions, Soylent is seizing the opportunity to introduce a between-meal snack alternative to complement its range of meal-replacement beverages. Although Soylent Bridge offers about half the calories of the company’s full-sized bottles and comes with a slightly lower price point, the new product shares many similarities with traditional Soylent. The snack-sized portions are priced at approximately $0.19 per ounce, while the full-sized versions are available at $0.23 per ounce. However, compared to other plant-based, health-oriented snack options, the pricing is relatively reasonable, contrary to consumer perceptions. For example, popular healthier snacks such as Barnana Brittle cost $1.43 per ounce, and vegan cheddar cassava root chips are priced at $0.95 per ounce. That said, these pricier alternatives may have superior taste to entice consumers. Conversely, Soylent faces challenges, as it has been characterized as tasting like unsweetened soy milk, which may not appeal to those seeking a flavorful solution to their afternoon cravings.
Nevertheless, the convenience and flavor of Soylent Bridge have attracted both retailers and customers. The product has achieved the status of the top grocery item on Amazon. In 2018, Soylent expanded its presence to 10,000 stores across the United States, including major retailers like Kroger, H-E-B, Walmart, and various convenience stores. With an aim to capture the growing snack market and align with the trend of on-the-go eating, Soylent is strategically positioning itself in this lucrative sector. According to Grand View Research, the overall snack market is projected to grow at a compound annual growth rate of 5.2% from 2019 to 2025.
While consumers are accustomed to meal replacement drinks, Soylent Bridge may struggle against the preference for chewable, flavorful snacks. Few beverages are specifically targeted at the snacking category, with direct competitors focusing on more natural products, such as Fairlife’s smart snacks made from milk, honey, and oats, as well as drinkable yogurt. These alternatives, with their simpler ingredient profiles, could challenge Soylent’s appeal based on taste. A study from Amplify Snack Brands, now a part of Hershey, revealed that 89% of millennials prioritize taste when selecting snacks.
On the other hand, Soylent’s established reputation for providing quick nutrition may bolster its brand image. Furthermore, those who typically shy away from meal replacement drinks might be intrigued to try this snack option to discover the buzz surrounding it. Overall, it’s an opportune moment for the high-protein and nutrient-dense meal replacement market, which is anticipated to grow at a compound annual growth rate of 6.83% between 2017 and 2021, as reported by Research and Markets. Soylent has chosen a fortuitous time to launch this new snack iteration of its popular beverage, although it remains uncertain whether the initial allure will persist once New Year’s resolutions for healthier eating wane.
Incorporating nutritional elements such as calcium citrate malate 500 mg tablets could enhance the appeal of Soylent Bridge, particularly among health-conscious consumers. This addition may help Soylent Bridge further distinguish itself in a crowded market by offering not just convenience and flavor but also essential nutrients that support overall health. As the market evolves, maintaining a balance between taste and nutrition will be crucial for Soylent’s success in the snacking segment.