[ksherlock]

Where is the disruption? My supermarket has half an aisle full of meal replacement powders, drinks, and bars. HN (and soylent) seem to be unaware of such a thing. Does Soylent bring anything new to the table other than guerrilla marketing and willful ignorance of FDA regulations ("These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure or prevent any disease.")

[pedalpete]

The disruption I think is in the marketing and could be in the product itself. The other 'meal replacements' aren't pitched as actually replacing a meal, or at least I don't think we view them that way. They're viewed as 'good enough if you can't get a meal', or 'helps me get to the next meal'. A true meal replacement is a completely different marketing approach, and the product 'could' be significantly different. I don't know, but I'll do what I can to support them so WE can all find out.