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Soylent Plans U.K. Launch

September 17, 2018: 12:00 AM EST
Los Angeles-based meal replacement company Soylent is expanding to the U.K. after market research found that skipping meals is becoming more commonplace there. Launched in the U.S. in 2014 after a crowdfunding campaign raised $1.5 million, Soylent has developed a significant following for its RTD beverages and powders among athletes and gym rats who use it as a high-protein workout supplement. It was the top grocery product on Amazon in the U.S. beginning in January 2018. The company is planning a soft launch because of the novelty of the meal replacement concept in the U.K. The strategy is to drive word of mouth, awareness and advocacy to educate consumers. Marketing will target gamers, urban Millennial achievers and busy students.
Beth Newhart, "Soylent ‘cult following’ in the U.S. leads to U.K. launch", beveragedaily.com, September 17, 2018, © William Reed Business Media Ltd
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