New RTD for retail sales in EU


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A major food conglomerate based in Belgium will be placing a new ready-to-drink meal replacement in its chains of convenience stores and grocery stores in Belgium and France beginning next week.

The product is called Appetit (Dutch language, use Google Translate) and sells in 400cal bottles, quite comparable to bottles of Soylent 2.0, priced at €2.49 – again very close to the price of Soylent and Mana RTDs.

This is a very significant change in the marketing of modern meal replacements. It will be the first such product available for impulse purchase in retail shops. All others have to be purchased online and delivered.