Sports nutrition brand Bulk is hoping to challenge Huel with its first meal replacement.
The brand has created what it calls a “complete food shake solution” in three flavours – chocolate, vanilla and banana caramel.
They are said to be “packed full of high-quality, natural ingredients” and can be prepared by mixing 100g with water to create a “delicious shake that’s high in protein, high in fibre and low in sugar”, said the brand (rsp: £49.99/3kg).
Each serving contains 400 calories, 30g of protein from peas, pumpkins and chickpeas, 37g carbohydrates from sweet potato powder, gluten-free oats, maca, baobab and lucuma powders, 9.6g of fibre from linseed powder and flaxseed, and 12g of fats from avocado, sunflower and coconut.
The launch marked “an incredibly exciting new era” for the brand, said its co-founder and CEO Adam Rossiter. “We wanted to create a one-stop, go-to shake, packed with quality ingredients and all the key macronutrients you need for total nutrition.”
The brand has also recently switched its packaging from plastic to aluminium, with 93% of its pouches now made from compostable and plastic-free materials. It plans to be 100% plastic-free by the end of 2021.
It isn’t the only brand eyeing the growing meal replacements sector. Plant-based pioneer Bol, for instance, rolled out its own range of ‘Power Brekkie’ meal replacement shakes late last year.