“He considers shopping at grocery stores, in the presence of `rotting’ produce, a `multisensory living nightmare’, and no longer owns a fridge.” – Founder of liquid meal company Soylent (Updated)

http://www.economist.com/news/business/21665068-startup-called-soylent-wants-change-way-people-consume-calories-liquid-lunch

Update (20150923)

I particularly enjoyed this sentence from the article:  At first the product was sold as a powder, but even that was a hassle for some consumers, so on September 9th it started shipping version 2.0, which comes already mixed and bottled.

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