Functional Foods
Meal Replacement Shakes Pivot Into GLP-1 Companion Products
Soylent, Huel, and Ka'Chava are repositioning as the easiest way to hit protein and micros on Ozempic.
By FTW Editorial·May 20, 2026·5 min read
The category that lost its tech-bro identity has found a second life with the 12 million Americans on GLP-1s.
What happened
Huel, Soylent, and Ka'Chava all released GLP-1-positioned shake SKUs in late 2025 with elevated protein (30g+), added fiber, and explicit 'support muscle mass on appetite-suppressant medications' marketing.
Why it matters
Meal replacement was a fading category dominated by Slim Fast nostalgia and a stagnant Soylent. GLP-1 users with suppressed appetite need exactly what the category delivers — dense nutrition in a small volume — giving the format a real second act.
Market impact
Category dollar growth swung from -4% to +9% YoY. Expect more pharma-adjacent partnerships (Hims, Ro selling shake bundles with GLP-1 prescriptions) and explicit medical-channel marketing.
Consumer insight
GLP-1 users skew 40-60 and aren't the original 'biohacker' shake buyer. They want shakes that taste like food, not lab fuel — vanilla milkshake, chocolate, banana, not 'Plant Eats Lemon Tart.'
Strategic takeaway
Reformulate to dessert-style flavors and grams-of-protein-forward packaging. Build telehealth distribution deals; pharmacies are the next channel for the meal-replacement category, not just grocery.
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