Nutrition Business Journal

Soylent 2.0

How the geek-centric meal replacement opened a new market for nutrition in a world dominated by direct and digital

When Soylent captured the imagination of Silicon Valley, it wasn’t hard to predict that imitation would follow.

As with any trend, a legion of copycats – from small startups to Big Food businesses—quickly moved into the space created by Soylent’s brainstorm to bring nutritional supplements to geeks.

It wasn’t a particularly Herculean challenge.  Even more than in the mainstream direct-to-consumer space, distribution i

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