In sci-fi movies of a certain vintage, people in the future don’t eat meals, they take pills. LA-based company Soylent is pioneering the idea that meals can be replaced with drinks, with the launch of its Coffiest product.
In 2013, Soylent staged one of the largest food-related crowdfunding campaigns raising more than $22m for the launch of the business.
Coffiest is a blend of carbohydrates, fats, proteins, nutrients and caffeine that offers a healthy balanced meal and coffee in one serving. “Each bottle of Coffiest contains 20% of the daily recommended values for all essential vitamins and minerals and a macronutrient profile of 47% calories from lipids, 33% calories from carbohydrates and 20% calories from protein,” says the company.
Coffiest is sold through online subscription in the US and typically costs around $3 per bottle.
Soylent is a Silicon Valley favourite. Yet across the US, Mintel estimates that two out of five consumers now replace their breakfast with a nutritional or performance drink. In 2015, the US market for these products was worth $13bn, 38% more than in the previous year.