RE:EnsureElse is looking to enter that market to compete with Ensure and Boost. Both of those products are hyper processed so I think a more natural product can do very well.
From the Dec 2023 presentation:
"Entering Adult Nutrition Drinks Categor yearly 2024: The first whole food plant based Alternative to Ensure and Boost brands , Growing Market Share in a $15B NTAM with7.67% CAGR"