Forget the Joy of Cooking.
A growing number of people are embracing the idea of eating food purely for the nutritional value, leaving all of the creativity, time and emotion out of the equation.
For so many people, food is about much more than sustenance; it’s about community, creativity and family, tradition, indulgence, gluttony — a whole range of things that involve many emotions beyond the pure functionality of meeting our nutritional needs.
But for every person who loves the kitchen, there is another who wishes they could simply mainline their nutrients and be done with it.
Healthy eating in a measured and meticulous way — weighing and portioning everything, converting serving sizes, ticking food groups off a list — isn’t the most fun way to interact with food. It can be a lot of work and can make something once enjoyable confusing and joyless.
READ MORE: What it’s like to eat according to Canada’s Food Guide
And so, a number of companies are picking up on consumers’ desire for nutritious food without the effort of constantly shopping, chopping, cooking and monitoring everything they eat.
The popularity of beige, chalky meal replacements once relegated to Silicon Valley is a testament to that growing trend. Soylent claims to be a simple and affordable food that provides you with all the ingredients you need. Just mix it with water, drink it, and move on with your day.
Soylent was created to solve the “problem” of food, namely the time and money it takes to prepare nutritionally complete meals. While the goal isn’t to completely replace food, the company claims the product will meet all of the nutritional needs of an average adult.
“Due to the volume and the nutrient content, Soylent ends up being quite filling. Your body certainly learns that this is a very nourishing substance,” said Soylent creator Rob Rhinehart.
What began as a product embraced by busy tech types in 2013 has expanded quickly. The product began shipping to Canada last week.
And it has competition: Schmoylent, Schmilk, People Chow, Joylent, the list goes on.
While originally these foods may have been created to save people time, others are quickly realizing other potential benefits.
Most notably, these food products are relatively inexpensive and possess great potential for communities without access to cheap, nutritious food.
Soylent costs around $3 a meal. Shipping is free in Canada, even to the remote northern regions where food prices jump significantly.
Unlike fast food and microwave dinners, which have been trying to address the problem of our too-busy schedules for years, the new crop of meal replacements put the focus on nutrition. It’s not simply about saving time, it’s about complete nutrition in the most efficient way possible.
That focus on nutrition helped Soylent grow from a niche product in America’s tech capital to appealing to customers all over the world.
Soylent, and products like it, is not about taste – just nutrition. So what about people who want fast and easy health food that still satisfies the taste buds?
If you’re willing to shell out the cash for convenience, the options for tasty, nutritious foods are growing by the day.
The cold-pressed juice craze continues to grow, backed by celebrities and nutritionists who claim it’s a healthy and convenient (albeit expensive) way to get vitamins and minerals. Though not everyone is convinced the products are nutritionally superior to eating whole foods.
“It confuses me as a dietitian because some said of these vitamins and minerals, it doesn’t really matter if they’re more available to us. We already get a fair number from the foods that we’re eating,” said Kate Comeau, dietitian and spokesperson for the Dietitians of Canada.
“Really, getting vitamins and minerals faster isn’t really a benefit…as long as we’re getting them.”
Comeau recommends getting nutrients from whole foods like fruits and vegetables, rather than a juice – cold-pressed or not.
READ MORE: Cold-pressed juice – convenient and superior nutrition or fad?
For those who still actually enjoy chewing, companies will deliver prepared meals and snacks to your home or office.
Healthy snack box subscriptions continue to pop up as a nutritious alternative to typical junky snack food.
READ MORE: The skinny on subscription snack boxes
Beyond the health claims and convenience, the trendiness of crazes like meal subscriptions and juices can sometimes be enough to gain loyal customers (as long as you’ve had your nails done, of course).
With files from Allison Vuchnich and Nicole Bogart, Global News
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