I think the article actually does highlight a valid growing trend away from industrial processed foods and towards getting closer to the source for natural food

I think the article actually does highlight a valid growing trend away from industrial processed foods and towards getting closer to the source for natural foods. The meal replacement industry seems to be large enough to support this product and others, but it's still a niche, overall. It's fighting against a prevailing trend towards spending more time on food and not less, and understanding more about where our food comes from and how it's produced.