Better-for-You Nutrition Arrives for Older Adults as Lucille Health Launches

Inaugural line of simple-ingredient, high-protein, high-calorie, high-fiber whole-food shakes now available direct-to-consumer and through assisted living communities

BOSTON, MA (March 24, 2026) — Lucille Health launched today with a mission to bring joy, dignity, and better nutrition to older adults. The senior nutrition company debuts a line of simple-ingredient, high-protein, high-calorie, high-fiber whole-food shakes designed to fit into everyday life. The shakes are now available at LucilleHealth.com, through major assisted living communities and foodservice partners nationwide, and will soon be available on Amazon.

Lucille is setting a new standard for products designed for older generations—moving away from clinical, ultra-processed, institutional-feeling nutrition toward options that reflect how older adults actually want to eat. The company is backed by New Fare Capital, Able Partners, Amity Supply, and Jesse Merrill, founder of Good Culture, among other angel investors.

The senior meal replacement and protein drink category represents a $6.2 billion market and is growing rapidly. By 2030, one in five Americans will turn 65, driving strong demand for nutrition solutions that support healthy aging. Yet less than 1% of food and beverage innovation targets older adults. Legacy brands dominate shelves with products that rely on outdated trends and often contain long ingredient panels full of additives and highly processed formulations.

Lucille was born from a personal frustration that became a conviction: older adults deserve food that reflects their full, experienced lives. Founder and CEO Jess Haghani developed the idea while helping her grandmother recover from heart surgery, realizing the only available options were ultra-processed, joyless, and largely unchanged for decades.

“It was an eye-opener to learn that millions of older adults were being reduced to their nutritional needs and recommended products that felt sterile and dismissive,” said Founder and CEO Jess Haghani. “We created Lucille with real lives in mind. We listened to seniors themselves and caregivers who kept on saying the same thing: make it taste better, make it better for me, and make it easier to open and finish.”

Lucille’s shakes—initially available in two familiar flavors, chocolate and vanilla—were formulated with guidance from a leading nutrition expert at Harvard’s T.H. Chan School of Public Health, alongside registered dietitians and senior living communities. They were developed to help fight frailty, muscle loss, and digestive challenges common with aging, with particular emphasis on B vitamins, calcium, and vitamin D. Thoughtful packaging improvements, such as an easy-open pull tab, a sippable straw, and accessible design, allow anyone to access the product.

“Premium, higher-quality products have entered nearly every aisle of the grocery store—except the one serving older adults,” said Elly Truesdell, founder and managing partner, New Fare Investors. “With all Baby Boomers turning 65 by 2030 and driving roughly 40% of consumer spending, senior nutrition is a large, underpenetrated market ready for disruption. Lucille is building a scaled, modern platform to meet growing demand for whole-food, high-protein nutrition solutions designed specifically for older adults.”

In 2026, Lucille is broadening its reach through partnerships with foodservice and medical distributors serving assisted living communities, ensuring residents who may not be making their own nutrition decisions receive high-quality, thoughtfully sourced nourishment while giving families peace of mind. To support this growth, Greg Phipps joined the company as Director of Foodservice Sales in January 2026. With more than 20 years of experience driving growth across healthcare and medical device markets, Greg will lead the development of strategic partnerships with foodservice providers serving assisted living communities. He joins Lucille from Kate Farms, the leading doctor-recommended plant-based nutrition formula and shake brand for children and adults.

To learn more, visit lucillehealth.com.

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About Lucille

Lucille is a senior nutrition company bringing joy, dignity, and high-quality nutrition to older adults. Named after Founder and CEO Jess Haghani’s grandmother, the company launched in 2026 with a line of simple-ingredient, high-protein, high-calorie, high-fiber shakes, now available at LucilleHealth.com, through major assisted living communities and foodservice partners nationwide, with Amazon coming soon. Designed specifically for older adults, Lucille is committed to delivering exceptional nutrition and great taste, with plans to expand into additional whole-food products made with real ingredients and crafted with the dignity, care, and love that older adults deserve. Lucille’s investors include New Fare Capital, Able Partners, Amity Supply, as well as Jesse Merrill, founder of Good Culture, among other angel investors.