‘Bridging the gap between foods and drinks’: In the motivate of BOL Foods’ foray into the meal replacement class
BOL Foods is ‘reinventing mealtimes’ with its recent vary of ready-to-drink Vitality Shakes, in step with founder and CEO Paul Brown.
A ‘first of its sort’, the meal replacement drinks are designed for ‘busy folk’ who ‘don’t want to compromise on sort or nutrition’.
The launch sees BOL possess its first steps into the meal replacement class – individual that is rising speedy with the likes of Huel, Soylent, Ambronite, Vitaline, and Feed.
So what are BOL’s Vitality Shakes’ point of disagreement? They are produced in a ‘radically different’ procedure, Brown suggested FoodNavigator, “and the overall sort and expertise is wildly different too”.
A ‘game-altering’ meal solution
Brown launched BOL motivate in 2015, following a 14-yr stint at Innocent Drinks – the save apart he began as a grocery commercial supervisor and worked his procedure as a lot as lead the firm’s food arm.
BOL began out with a lot of pots, salad jars and soups. Yet two years in, Brown made up our minds to ditch meat and fish from the vary. Since then, the CEO has moreover decrease out dairy, to create a 100% plant-based fully mostly impress.
The vary includes salad jars, dinner boxes, soups, veg pots, and ‘energy’ brekkie and lunch shakes.
This latest offering, a nutritionally full product, is wanted for patrons having a search for to procure ‘all of the nutritious advantages’ from a ‘usual healthy meal’, nonetheless who don’t possess time to cook dinner, Brown explained.
“Too commonly selecting the handy option approach having to compromise on sort, health or quality. We wanted to create a game-altering meal solution that addresses these complications and enables these who can also commonly skip meals to with out peril procure a nutritionally full meal into their our bodies.
“In the UK, folk generally don’t procure sufficient Weight-reduction diagram D, we battle to hit our suggested 30g of fibre a day, and females are the final observe at-threat group for iron deficiency.”
BOL’s Vitality Shakes, which come in six flavours including Coconut, Almond & Chai Spice and Chocolate, Orange & Toasted Hazelnut, possess been ‘carefully developed’, he persisted. They contain all 26 wanted nutritional vitamins and minerals and are ‘excellent on the sail’.
Weight-reduction diagram and protein fortification
Analysing a 450ml bottle of BOL’s Mango, Peach & Creamy Coconut Vitality Brekkie Shake, for example, the product has 250kcal, comprises 13g protein, is a supply of fibre, and is low in stout, saturated stout, sugar, and salt. It represents two servings of your ‘5-a-day’.
The SKU is manufactured from a combination of pea protein, orange juice, mango, peaches, butternut squash, creamed coconut, sunflower seeds, orange zest, nutrition advanced, gluten-free oats, and basil.
The Vitality Shakes signify BOL’s first step into nutrition and protein fortification to make certain it gives a nutritionally full meal, mentioned Brown, “true in a bottle”.
“Entire nutrition approach different issues to different folk, nonetheless our Vitality Shakes make contributions a predominant amount of to your reference intakes.”
Entering the meal replacement class
The meal replacement merchandise market is on the upward thrust. In accordance to Mordoor Intelligence, the market is anticipated to register a CAGR of 7.1% between 2019-2024.
The market study group puts this predicted enhance down to a lot of components, including busy lifestyles, hasty urbanisation, rising health consciousness, and rising save apart a query to for food convenience.
While Brown acknowledges its ‘entire plant food meal solution’ naturally web sites within this class, alongside a ramification of ‘incumbent brands’, the CEO wired the distinctiveness of BOL’s offering.
“No longer like different meal replacement drinks, our Vitality Shakes are packed with recent fruit, vegetables and wholefoods and ensure you don’t possess to compromise on sort or nutrition.”
To exhaust Soylent and Huel as examples, the worn is manufactured from a combination of soy protein isolate (from GM soybeans), maltodextrin, isomaltulose, soy lecithin, soluble corn fibre, gellan gum, cellulose salt, sucralose, and a nutrition and mineral premix.
Huel is manufactured from a combination of oats, pea protein, flaxseed, brown rice protein, vanilla flavour machine, MCT powder, sunflower oil powder, and a micronutrient blend.
“Most of the protein in every of our Vitality Shakes comes from the recent vegetables, beans, pulses and seeds,” explained Brown. “Over and above these substances we give them a plant-powered protein enhance with pea protein – which is an fabulous supply of with out peril digestible protein that has all nine wanted amino acids the body wants.
“Pea protein is moreover increased in iron than whey protein and when put next with soy, uses great less water and landmass in its manufacture.”
‘Hundreds of room within the class’
This would not mean to say that BOL sees itself as ‘competing’ in opposition to existing brands within the meal replacement class. Barely, Brown suggested this e-newsletter the purpose of interest is on ‘serving to to create a recent sub-class’, which ‘bridges the gap between foods and drinks’.
“As our Vitality Shakes are made by Mom Nature, they offer one thing rather different to the recent decisions available within the market on the market. I’m obvious there shall be a lot of room for ourselves and heaps extra future innovation that isn’t very any question on the horizon from different companies in this diagram.
“The macro trends of health, convenience and plant-based fully mostly are mute on the upward thrust so innovation esteem our Vitality Shakes, although fully progressive, can also mute bring on what great of the UK are shopping for.”