Although Soylent initially gained recognition for its meal-replacement beverages, the company has demonstrated a desire to expand into the mainstream snacking sector this year. In January, the Los Angeles-based brand launched 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 its lineup. The goal is to broaden Soylent’s appeal beyond its dedicated consumer base and attract a different demographic interested in mainstream snacks. By venturing into the snack market, Soylent aims to capture the attention of hungry, on-the-go consumers, as convenience and healthy options continue to gain popularity.
For many individuals, snack time has effectively become meal time. According to Datassential, consumers typically consume about four to five snacks daily rather than relying solely on three traditional meals. Consequently, the snack industry—valued at $89 billion in 2018—is projected to experience a compound annual growth rate of 6.83% from 2017 to 2021, as reported by Research and Markets. However, Soylent Squared is entering a highly competitive market saturated with diverse choices catering to various tastes. Aligning with the company’s foundational principles, Soylent promotes its bars as a sustainable option, enriched with protein and nutrients sourced from genetically modified ingredients like calcium citrate. This focus on GMOs might deter some consumers, as recent studies indicate that shoppers remain “grossed out” and skeptical about GMO foods.
This isn’t the first time Soylent has ventured into bar products; in 2016, it introduced a 250-calorie snack bar, which was quickly withdrawn from shelves due to reports of illness. The company attributed these health issues to an algae ingredient sourced from TerraVia, which subsequently ceased its supply to Soylent. Whether the ingredient, now owned by Corbion, was indeed responsible for the problems remains unclear. Similar complaints regarding nausea were associated with Soylent’s protein powder around the same time, as noted by CNN. The company has since reformulated its offerings. An apparent label from a Soylent Squared bar shared on Reddit indicates that the snack does not contain algal flour but includes probiotics.
Currently, Soylent is producing three sweet flavors reminiscent of waxy protein bars. Crowley informed CNN Business that the company is striving to enhance the product and is keen on creating a savory version. In a market flooded with various protein bars, a savory offering that isn’t a jerky meat snack could make a lasting impression on consumers. Nonetheless, Soylent faces significant challenges ahead. With competitors ranging from Epic meat snacks to Kind bars, consumers have an abundance of choices for on-the-go snacking. If Soylent fails to find a delicious way to set itself apart, it may struggle to move beyond its highly focused core market, despite the potential benefits of ingredients like calcium citrate and other unique features.