For an aspiring minimalist like myself, Soylent is the dream. Perfectly healthy, zero preparation time, and only a little over $2 per meal. What’s not to like? The taste probably. But that’s a luxury college students can’t afford. What I find amazing, is how well Soylent has rebranded itself with the second version of its product.

The marketing features the product similar to milk. It comes packaged in beautiful white bottles and appears to have a similar texture to melted ice cream. The website highlights the low environmental impact, low cost per meal, and the attractive young people who drink it. This is a pretty powerful branding effort on a product that was traditionally enjoyed only by the biggest life hackers. My plan? To try it out this summer in addition to other human food.