Soylent shelved

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Tech food Soylent makes its first foray into physical retail on the shelves of 7-Eleven stores in Los Angeles

Tech food Soylent makes its first foray into physical retail on the shelves of 7-Eleven stores in Los Angeles

Silicon Valley tech food Soylent is making its first foray into physical retail on the shelves of 18 7-Eleven stores in the greater Los Angeles area. The shops are selling the complete, ready-to-drink meals – previously available only online – in three Soylent flavours: Cacao, Cafe Coffiest and the Cafe Chai.

Rosa Foods, maker of the ‘nutritionally complete’ meals, says the 7-Eleven tie-up will make Soylent an option for customers ‘looking for convenience without sacrificing their health’. The company states that its line of products are designed from the ground-up to provide the vitamins, minerals, fats, carbohydrates and protein the body needs.

7-Eleven is in little doubt who its target audience is.

"Soylent is a differentiated product for the on-the-go, millennial,” says Todd McFarland, the retailer’s senior product director. “It is a great example of a product that has reached online success in a short period.”

Soylent has had a few setbacks in its short, four-year history, with some customers falling ill after drinking the manufactured food and Rosa having to issue a voluntary product recall following supplier issues. The company was valued at around $100 million after completing a $10 million financing round at the start of 2016, and recently picked up further $50 million in funding.

brand-e: Rosa says it is working on new developing categories, which is presumably where some of the freshly raised $50 mil will go. We’ve no idea what these innovations are as yet, but Silicon Valley VCs clearly do like the likes of wacky food.

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