I think it's serious. I remember when I lived in the US we had a chat about this, and about Soylent Green.
https://en.wikipedia.org/wiki/Soylent_(drink) Seriously... It is a real product. Dunno how many people actually tried living on it though.
It may well be, but my god a picture with three people and two dogs with the question "What is Soylent 2.0 ?" in large letters splashed all over them I can't get that picture out of my head