The fact that at least 4 people in this thread have mentioned "meal replacements" but not a single one has named a specific product I would know by name (non dieting!) seems to me a pretty clear indictment that this category is not as established as you are suggesting.
I agree, though, that Soylent's unique strength is in marketing to middle-class to upper-middle class Millennials that arent seeking any particular goal other than replacing the bother of food; not through unique product features, just pure marketing focus.
And as for specific products...
- https://www.bodybuilding.com/store/vega/one.html
- https://www.bodybuilding.com/store/garden-of-life/raw-organi...
- https://www.iherb.com/pr/Madre-Labs-Zenbu-Shake-Meal-Replace...
- https://www.iherb.com/pr/Now-Foods-Tru-Food-Vegan-Natural-Be...
- https://www.iherb.com/pr/Nature-s-Plus-Source-of-Life-Vitami...
- https://www.iherb.com/pr/Orgain-Organic-Meal-All-In-One-Nutr...
- https://www.iherb.com/pr/PlantFusion-Phood-100-Whole-Food-Me...
- https://www.iherb.com/pr/MRM-Veggie-Meal-Replacement-Chocola...
- https://www.iherb.com/pr/Pure-Advantage-MRP-Meal-Replacement...
- https://www.iherb.com/pr/Vibrant-Health-Maximum-Vibrance-Ver...
- https://www.amazon.com/gp/aw/d/B0038B1EOY/
- https://www.amazon.com/gp/aw/d/B00KS6WUUE/
- https://www.amazon.com/gp/aw/d/B0184DGHHO/
- https://www.amazon.com/gp/aw/d/B004VRGS7W/
- https://www.amazon.com/gp/aw/d/B0088YQ8MO/
- https://www.amazon.com/gp/aw/d/B01N2M3RK0/
- https://www.amazon.com/gp/aw/d/B01N3Y7R1S/
And those are just a few results from a quick search for "meal replacement" across 3 different stores.
Now, I'm not against Soylent, and I'm definitely pro meal replacement products, but let's at least be honest here and call a spade a spade. Soylent's main differentiating factor is it's marketing pitch and that's ok, it doesn't have to be totally revolutionary to succeed.
Soylent has 20g of protein per serving, and most of the products listed above are also in that 15-30g of protein range and share most of the same micronutrients, so functionally they're about equivalent. The only real differences between all these products are marketing, price, taste, "recommended" serving sizes, and small tweaks in nutrient ratios. Other than that, they're all pretty interchangeable.
Right off the bat, it's worth noting that Soylent has an unusually large serving size of 106-142g [0], compared to the products listed above which have an average serving size of 30-40g, and therefore position themselves as being 'better deals' because they can claim to have more "servings". But otherwise the nutrient ratios are quite comparable and it's disingenuous to suggest otherwise.
[0] https://faq.soylent.com/hc/en-us/articles/204409635-Preparin...