Different concepts. Your friends is a marketing company. Have you looked at their website? It's all just custom formula private labeling. Since supplements aren't regulated they can slap on "superfood" and "detoxify" and get away with it. Soylent is classified as food and regulated by the FDA.
And the numbers don't lie. Let's say you're a small dude who needs 2000cal a day (60000cal a month).
Living fuel $80 for 3500 calories = 43.75 cal/dollar = $1371 per month
Soylent $255 for 56000 calories = 219.6 cal/dollar = $273 per month
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