Huel
 | |
| Type | Privately held company |
|---|---|
| Industry | |
| Founded | 2014 |
| Founders |
|
| Headquarters | Unit 6, Icknield Way Industrial Estate, Icknield Way, Tring, Hertfordshire, England |
| Products | Huel |
| Website | huel |
Huel Ltd. is a British company that makes plant-based meals, snacks, drinks, dietary supplement, and meal replacements.[1] The company's head office is in Tring, Hertfordshire.[2]
Huel's products are made from oats, rice protein, pea protein, sunflower, flaxseed, coconut oil MCTs, and several dietary supplements, such as vitamins and minerals. Most of its products are sweetened with sucralose or stevia. The brand's name is a portmanteau of "human fuel".[3]
History
[edit]In 2014, Huel was founded by Julian Hearn in Aylesbury, England. The original recipe was formulated by the registered nutritionist James Collier, founder and former owner of MuscleTalk, a bodybuilding website,[4] with the intention of providing the recommended daily amounts of nutrients as stipulated by the European Food Safety Authority.[5]
Huel powder, the company's first product, was released in 2015. Its ingredients contain oats, rice protein, pea protein, and micronutrients. The Black Edition came out in 2019; it contains 50% fewer carbohydrates and 33% more protein than the original Huel powder, and it is sweetened with stevia and organic coconut sugar, instead of artificial sweetener.[6] In 2023, Huel added Daily Greens, a powder supplement containing antioxidants, phytonutrients, adaptogens, and plant-based proteins, as well as 91 vitamins and minerals.[7]
In 2016, Huel began shipping to the rest of Europe,[8] and by June 2017, it became available in the United States.[9] In November 2017, the former Life Health Foods UK chief executive James McMaster was appointed as the company's CEO, overseeing its international expansion.[10]
In 2023, Huel reported a 28% increase in revenue year-on-year, reaching £184.5 million for the 12 months to 31 July 2023.[11] In 2024, the company surpassed £200 million in revenue for the financial year ending 31 July 2024, tripling its profit compared to the previous year.[12] Alongside its financial growth, Huel achieved B Corp certification in 2023, meeting strict social sustainability and environmental performance standards. The company also became a partner of Tony's Open Chain, an initiative promoting ethical cocoa sourcing.[13]
In 2025, a study by Consumer Reports found elevated levels of lead and cadmium in Huel products.[14][15]
In March 2026, it was reported that Huel would be acquired by Danone, in a deal valuing the company at €1 billion.[16] In August, the deal was cleared by the Competition and Markets Authority.[17]
Banning of advertisements
[edit]In February 2023, the British Advertising Standards Authority (ASA) banned two Huel advertisements after ruling that claims that the product could help people save money were misleading and that one of the advertisements violated the rules on making health claims about products.[18][19]
In August 2024, the ASA banned another Huel advertisement by Steven Bartlett due to undisclosed company affiliations.[20][21]
See also
[edit]
References
[edit]- ↑ Haslam, Olivia (27 September 2023). "Challenging the vilification of ultra-processed foods". NutraIngredients.
- ↑ "Global HQ". Huel. Retrieved 18 June 2024.
- ↑ Ough, Tom (15 February 2017). "My week on Huel: can you really live off nutritionally-complete powder?". The Daily Telegraph. ISSN 0307-1235.
- ↑ "About MuscleTalk". MuscleTalk.
- ↑ "6 best meal replacement shakes, tried and tested for flavour and balanced nutrition". Talk Sport. 27 January 2025. Retrieved 31 August 2025.
- ↑ Walsh, Grace (21 February 2024). "Huel review: Is Huel healthy? A dietitian shares her professional opinion..." Cosmopolitan.
- ↑ Haslam, Olivia (22 February 2024). "Huel modernizes mission with botanical Daily Greens supplement". nutraingredients.com.
- ↑ Nickalls, Sammy (13 June 2017). "European Soylent Competitor Huel Is Coming to America". Myrecipes.com.
- ↑ "Huel Announces Commitment to the U.S. Market with New Product Launches" (Press release). PR Newswire. 28 November 2018.
- ↑ Perkins, Carina (16 November 2017). "James McMaster is new CEO of 'complete food' brand Huel". TheGrocer.co.uk.
- ↑ Mattinson, Alex (24 November 2023). "Retail push helps Huel return to profitability". TheGrocer.co.uk.
- ↑ Holmes, Harry (18 November 2024). "Huel profits surge due to UK expansion". TheGrocer.co.uk.
- ↑ "Huel B Corp Certification". bcorporation.net.
- ↑ "Powering up? Unsafe levels of lead found in top protein powder mixes, study finds". The Independent. 15 October 2025. Retrieved 18 February 2026.
- ↑ "Protein Powders and Shakes Contain High Levels of Lead". Consumer Reports. 8 January 2026. Retrieved 18 February 2026.
- ↑ "British meal shake brand Huel sold to Danone in €1bn deal". thetimes.com. 23 March 2026. Retrieved 24 March 2026.
- ↑ "Danone €1bn takeover of Tring based Huel approved by watchdog". BBC News. 20 August 2026. Retrieved 20 August 2026.
- ↑ Clark, Jess (15 February 2023). "Huel adverts banned in UK for claiming shakes could help cut food bills". The Guardian. Retrieved 15 February 2023.
- ↑ "ASA Ruling on Huel Ltd". Advertising Standards Authority. 15 February 2023. Retrieved 2 March 2023.
- ↑ "Steven Bartlett Huel and Zoe adverts banned by ASA". bbc.com. Retrieved 14 August 2024.
- ↑ "ASA Ruling on Huel Ltd". Advertising Standards Agency. 14 August 2024.