The CEO of the controversial meal-replacement startup Soylent steps down

Rob Rhinehart , the CEO of Soylent, is stepping down effective immediately. Bryan Crowley, formerly Soylent’s president, has been named as the new CEO. “Starting from scratch and turning my passion for a better food system into a booming business with world class products and employees has been the experience of a lifetime,” Rob Rhinehart said in a message to the company’s employees. His resignation is effective immediately, on December 11. “After much deliberation I have decided to pass the reins to a new CEO with more management and industry experience,” Rhinehart wrote.

The Los Angeles-based startup  has been plagued with a lot of problems in recent months. In October, Soylent meal replacement was banned in Canada after regulators say it’s not a real meal. The also company halted its flagship liquid meal replacement powder product after less than a dozen customers reported stomach-related symptoms.  Its products are popular with millennials and techies looking for quick, nutrient-packed food.

In a blog release on the startup’s website, titled: “Soylent’s Next Chapter,” Rob Rhinehart went on to say:

Over a year ago it was serendipity that introduced me to Bryan Crowley. Bryan is a passionate, creative, experienced leader that knows the food and beverage industry inside and out, and is dedicated to supporting and developing those around him. He has been Soylent’s President for the better part of a year and has already had an untold positive impact improving our distribution, marketing, supply chain, product, and organization – all the things a good CEO should do.

We have put in place a three-year roadmap for the business, and I have complete confidence in the Leadership Team’s ability to execute it. I am more motivated by the success of the company and brand than my own title. I have no doubt this is the best thing for both the business and myself, and am excited to watch Soylent continue to grow into a huge, impactful business.

CEO Bryan Crowley said, “First of all, I want to take a moment to say hello and thank you to all of our Soylent friends out there who have helped turn Rob’s vision into one of the most talked about and fastest growing brands in the food and beverage industry! I’ve been in this industry my entire career, and I’ve never seen anything like it. I couldn’t be more excited to be part of this community and take on this new, expanded role for the company.”