Dive Brief:
- Soylent 2.0’s 12-pack bottles are now available throughAmazon LaunchPad.
- LaunchPad includes several startup food companies, including those in the organic, natural,repurposedingredients,andadaptogenicherbsfood categories, for example.
- Soylent has raised $24.5 million in venture backing, according to its website.
Dive Insight:
The LaunchPad network includes an expanding list of venture capital groups, such asAccelFoods LLC;accelerators and incubators; and crowdfunding platforms.
With programs such as LaunchPad, startups such as Los Angeles-based Soylent are positioned to overcome obstacles to launching and growing new products by tapping into the expertise of a well-established company.
In this case, Amazon brings its retail and infrastructure prowess to create product awareness for Soylent. Other benefits include participation in Amazon’s free two-day shipping option, and the subscribe and save discount feature.
Soylent and otherliquid meal replacement productscould see popularity surge: Nearly 40% of Americans say it's easier to obtain the nutrients they need in the morning via liquid rather than solid foods, which has given rise to more convenient breakfast options, particularlynutritional and performance drinks, according to a recent Mintel report.
