When companies like Huel and Soylent became popular around five years ago, they swiftly became synonymous with the worst of tech bro culture. Much like the meal replacements targeted at women in the nineties and noughties, these new products are multi-vitamin drinks which claim to have all of the protein, nutrients, and oils a human being needs to stay healthy.
This time round, though, they were mostly adopted by men in the tech world under the guise of “bio-hacking” and “personal optimisation”: meal replacements became a popular way for the men of Silicon Valley to save precious hours lost to cooking, meal planning, and grocery shopping. Yet even as CEOs and VCs heralded them for their time-saving abilities, they were mocked by the rest of the world for being tasteless shakes that douchey tech obsessives pretended to love.
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