goPuff inks deal to distribute Soylent in 12 cities

GoPuff, the online service that delivers convenience-store items from munchies to birth control in under 30 minutes, announced Wednesday that it had signed a partnership with Los Angeles-based Rosa Foods. With the agreement, goPuff becomes Rosa’s exclusive distributor in 12 cities of Soylent, a “drinkable meal” that could be best described as Ensure for millennials.

“We’ve been impressed by Soylent’s explosive growth and are excited to offer goPuff consumers new options for convenient consumption,” said Dan Folkman, goPuff’s vice president of business development. “Soylent’s commitment to providing on-the-go options for busy consumers perfectly aligns with our company’s impulse and on-demand promise. We look forward to giving people more of what they want, when they want it, no matter their location.”

GoPuff, founded by two former Drexel University roommates, has undergone a rapid market expansion since its founding in Philadelphia in 2013. The on-demand service, which focuses on college campuses, now operates in 12 cities, including Austin, Boston, Chicago, Philadelphia, Seattle, State College, and Washington. Soylent marketing chief Adam Grablick described goPuff as “an ideal partner to continue expanding our brand’s footprint across the country.”

Soylent, named after the fictional food in 1973’s dystopian science fiction film Soylent Green, has become a favorite food accessory among Silicon Valley bigs. Google cofounder Larry Page is reportedly a fan. Page’s interest led to a multimillion-dollar investment in Soylent from GV, the venture capital arm of Alphabet Inc, Google’s parent company. In the film, a version of the food, Soylent Green, is revealed to be made from people.

GoPuff will offer customers free delivery on their first purchase of a Soylent single bottle to promote the new item. Soylent will also get its own subcategory within the drinks category to make it easier to find.