Drink to your health: Meal replacement shake and smoothie NPD deliver protein and fiber benefits

06 Jan 2021 --- The US meal replacement market is welcoming new protein shakes and smoothies that offer nutritional benefits with high-protein, fiber and vitamin content. 

Soylent Nutrition unveiled Soylent Complete Protein and Soylent Complete Energy, which are two new additions to the company’s line of plant-based drinkable meals.

Meanwhile, Planet Smoothie introduced three smoothies that blend whey protein isolate, fiber with 15 essential vitamins and minerals.

Meal replacements continue to gain traction in the market, with a recent study finding that high-protein meal replacements can suppress hunger and improve people’s metabolic profiles.

Innova Market Insights data shows a 4 percent CAGR on global meal replacement beverages between 2016 and 2020. “High/Source of Protein” and “Convenience/Easy-to-Prepare” are the top two positionings driving product launches globally.

Personalizing meal replacements
Currently only commercially available in the US, the new Soylent Complete Protein shake contains 30 g of plant-based protein, 5 g of branched-chain amino acids and 1 g of omega 3. 

Formulated with a blend of B vitamins, caffeine, l-theanine, l-tyrosine and 15 g of plant-based protein, Soylent Complete Energy avoids the crash associated with sugary energy drinks. 

“Every person has different nutritional demands as well as health goals,” says Soylent CEO Demir Vangelov. 

“To support our consumer’s unique needs, we wanted to expand our offering to allow for a more personalized approach to nutrition.” 

“Tailored to Fit,” referring to personalized nutrition, is one of Innova Market Insights’ top three trends for 2021. The market researcher notes that technological advances are set to revolutionize the health market thanks to the new potential for personalized foods, beverages and supplements.

Planet Smoothie targets active and occasion-driven consumers with its whey protein smoothies. (Credit: PRNewsfoto/Planet Smoothie)Innova Market Insights also crowned “Plant Forward” as its second top trend of this year. Its rising mainstream appeal will drive expansion to different regions and categories in 2021, including accelerated demand for new formats, plant proteins and more sophisticated alternatives.

Starring whey protein smoothies
Despite the rise of the plant-based trend, whey protein is still very popular among consumers. Planet Smoothie’s trifecta of whey protein smoothies arrives in 22 oz sizes:

• Strawberry Super Squeeze: 33 g of protein blended with strawberries, bananas and Meal Replacement protein. 
• PB Blues: 41 g of protein blended with peanut butter, blueberries, bananas and Meal Replacement protein. 
• Cookie Crusher: 38 g of protein blended Oreo cookies, frozen yogurt and Meal Replacement Protein.

Nicole Butcher, director of marketing at Kahala Brands, the parent company of Planet Smoothie, says the new smoothies are launching “just in time to help customers get a jump start on their New Year’s resolutions.”

Edited by Anni Schleicher