Soylent, the drinkable meal substitute that’s a favorite of tech bros, wants people to actually think of it as food now. “We’re coming for fast food,” CEO Bryan Crowley tells Bloomberg. “The growth will come from the masses. This isn’t a tech product — when people see it, we want them to think about food.”

Some Soylent devotees survive solely on the meal replacement, which markets itself as containing “everything the body needs to thrive.” (Canada disagrees, and has banned Soylent for not meeting “the current understanding of human nutritional needs.”) But the company clearly realizes that most people enjoy the process of eating actual food, so it’s looking to appeal to a wider audience by positioning itself as a healthier stand-in for a fast-food meal.

Previously only available for purchase online, Soylent began hawking its sludgy beverages at select 7-Elevens on the West Coast last year. Now it’s expanding that partnership, with its products available in 300 7-Eleven stores in the New York City area.

But the expansion into convenience stores seems a bit at odds with Soylent’s Instagram presence, which features plenty of aspirational #lifestyle content such fashion blogger flat-lays and dudes climbing Mount Everest:

Only time will tell if New Yorkers will turn to Soylent to replace their lunchtime burgers and fries. But hey, at least the company’s products aren’t giving people violent diarrhea anymore.

• Soylent Looks to Shed Techie Image With 7-Eleven Expansion [Bloomberg]

• Canada Bans Soylent for Not Being Real Food [E]