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The company is taking essentially an open-source approach, and is deliberately fostering an active DIY community. Ensure and other products don't operate that way, as far as I know. That's pretty compelling to a lot of people.

Plus getting distribution will be cutthroat savagery. Direct-to-consumer is a huge amount of work and limits growth. Costco, Whole Foods, Trader Joes and Amazon should be hit up at the same time.

I would not call the space incredibly crowded. In fact, I'm not aware of anyone else promoting at the consumer level a 14-21/week meal replacement product.

Because that approach is fantastically irresponsible and existing companies don't want the legal hassle.

I don't know that it's irresponsible, much less fantastically so. The legal angle is a good one and why upstarts can continue to outwit the incumbents (discount them at your peril).

https://news.ycombinator.com/item?id=7557043