Soylent Nutrition, Inc., the makers of Soylent, today announced that two of their meal replacement drinks will now be available at nearly 100 Sainsbury’s stores. This marks the brand’s first entry into the Grocery Channel in the UK and follows its first retail expansion into WHSmith Travel stores earlier this year. Soylent, which has seen rapid retail expansion in the US, expects to see the same level of excitement from retailers in the UK now that it has demonstrated proof of concept through its performance on Amazon.co.uk.
Soylent’s expansion into Sainsbury’s is a major step for the brand as this will provide complete, accessible, and affordable nutrition to millions of new consumers. The 4-6 month trial will be reviewed for additional rollout across the country. This launch demonstrates that the category of nutrition and meal replacement shakes is growing rapidly, and that Soylent is a leader not only in the US, but plans to be one in Europe as well. Soylent, which prides itself on offering the best tasting options in the category, will be sold in two flavours at Sainsbury’s: Cacao (chocolate), and Vanilla.
“The Sainsbury’s partnership for us is really exciting. It supports the category growth in the UK but also the retail focus for Soylent moving into 2020,” shared Melody Conner, SVP of Sales at Soylent. “We are excited to engage in-store with new consumers who are either trying Soylent for the first time or trying a new flavour of Soylent. Our goal is that everyone can find a Soylent Ready-to-Drink quickly, affordably, and easily when they need it the most, whether that is running between classes, meetings, or on their way to pick up their kids. Soylent is there for those moments you don’t have time and would otherwise have to skip a meal all together.”
Soylent is represented and distributed through their UK Partner, Red Star Brands. Red Star’s Managing Director, Clark McIlroy commented “We are hugely proud to represent Soylent within our family of exciting, innovative brands and are delighted to announce the new listing in Sainsbury’s. The ‘meal replacement’ category is already well established in the US, driven primarily by the growth and innovation from Soylent, and although the category is relatively new in the UK, early indications are extremely encouraging that it has a very promising future. From the end of November Sainsbury’s shoppers will now be able to enjoy the brand’s health benefits and will have a ready-made solution available to them next time their busy schedules force them to miss a meal. This new listing is another big step in our journey to make Soylent widely available to the UK consumers and see the brand adopted as part of their everyday repertoires.”