Huel

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Huel Inc.
Privately held company
IndustryMeal replacements
Founded2014; 6 years ago (2014)
FoundersJulian Hearn, James Collier
HeadquartersUK: Tring, Hertfordshire
USA: Los Angeles
Germany: Berlin
ProductsHuel
Websitehuel.com
Huel powdered food packaging

Huel, manufactured by Huel Inc., is a meal replacement available in powder, liquid, or bar forms.[1][2][3] Huel is made from oats, rice protein, pea protein, sunflower, flaxseed, coconut oil MCTs, and several dietary supplements (vitamins and minerals). It is sweetened with sucralose, maltodextrin, and xylitol.[4]

The name Huel is a portmanteau of "human fuel".[5]

Huel has sold over 50 million meals in more than 80 countries.[6]

Approximately 70% of the company's customers are male.[7]

History[edit]

Huel was founded by Julian Hearn in 2014 in Aylesbury, England.[8] The original recipe was formulated by registered nutritionist James Collier, founder and former owner MuscleTalk, a bodybuilding website,[9] with the intention of providing the recommended daily amounts (RDAs) of nutrients as stipulated by the European Food Safety Authority, in a veganism and environmentally friendly product.[10]

The first Huel product was shipped in June 2015. A version for gluten-free diets was launched in 2016.[11] In 2016 Huel began shipping to the rest of Europe.[12] In June 2017, it became available in the United States.[13]

In November 2017, former Life Health Foods UK chief executive James McMaster was appointed as chief executive officer of the company to oversee its international expansion.[14]

Products[edit]

A typical serving of Huel Powder contains 400 calories.[15]

  • Huel Powder - The first Huel product to be released, it has gone through several iterations since 2015. Huel is sold in 1.7kg bags in bulk or as a subscription, with oats as the primary ingredient followed by rice, pea protein, and micronutrients. Huel Powder is made up of 37% carbohydrates, 30% fat, 30% protein, and 3% fibre.[16] Huel Powder v3.0 is available in seven flavors: Vanilla, Unflavoured & Unsweetened, Original, Coffee, Berry, Mint-Chocolate, and Chocolate.[15]
  • Huel Ready-To-Drink - Launched in 2018, Huel RTD is sold in packs of 12 bottles, in bulk, or as a subscription. Each bottle contains 500ml of Huel and provides 400 calories. Huel RTD is available in Berry, Vanilla and Chocolate flavors (UK and United States).[17]
  • Flavour Boosts - Huel also sells Flavour Boosts. These have no nutritional value and are designed to complement Huel Powder mixes. Eleven flavours of Flavour Boosts are available from Huel.
  • Huel Bars - Launched in 2017, the snack bars are vegan and gluten-free.[18] Huel Bars are made up of 36% carbohydrates, 35% fat, 24% protein, and 5% fibre.[19]
  • Huel Granola - Introduced in 2018, Huel Granola is composed primarily of rolled oats.[20]

Reviews and reception[edit]

In March 2016, an article in Coach magazine described Huel’s basic flavour as “underwhelming”, though the reviewer did note that the taste can be improved substantially with Flavour Boosts and home recipes.[21]

In May 2016, after a week-long Huel-only diet, journalist Peter Robinson wrote, "there are lumps in the mixture" and stated, "Huel doesn’t just sound like the act of vomiting, it actually feels like doing it backwards".[22]

In September 2016, Jared Hill said after a week-long Huel-only diet "I had finally freed myself from the shackles of food consumption, and let me tell you, it felt amazing."[23]

In February 2017, after a week-long trial, Tom Ough, a journalist for The Daily Telegraph described his Huel-only diet as "struggling to get enough down me to hit anywhere near my 2000-calorie RDA," saying, "I got bored of having the same thing all the time, but have lost well over three kilos despite finding it filling. I've also felt healthy throughout the experiment."[5] He concluded that Huel was "very good", but better when used only occasionally.[5]

In July 2017, Huel was referred to as "Hipster Gruel" by Dave Gorman on Dave Gorman: Modern Life is Goodish.[24]

In December 2017, Forbes listed Huel amongst the best “gadgets to keep you fit and healthy”.[25]

See also[edit]

References[edit]

  1. ^ Butcher, Abigail (9 February 2016). "Is powdered food the future? Huel put to the test". The Daily Telegraph.
  2. ^ Robinson, Peter (9 May 2016). "My week on powdered food made me feel less spaceman, more idiot". The Guardian.
  3. ^ McEachran, Rich (17 December 2015). "Is powdered food an eco-dream or just weird?". The Guardian.
  4. ^ Cadwalladr, Carole (31 July 2016). "Could you stomach Huel, the food of the future?". The Guardian.
  5. ^ a b c Ough, Tom (15 February 2017). "My week on Huel: can you really live off nutritionally-complete powder?". The Daily Telegraph. ISSN 0307-1235.
  6. ^ "50 million meals sold in 80+ countries". Huel.
  7. ^ Vernon, Hayden (25 June 2019). "I Swapped Food for Huel for a Week, to See If It Would Ruin My Life". Vice.
  8. ^ "About Huel". Huel.
  9. ^ "About MuscleTalk". MuscleTalk.
  10. ^ "How sustainable is Huel, really?". Huel.
  11. ^ "Version History". Huel.
  12. ^ Nickalls, Sammy (13 June 2017). "European Soylent Competitor Huel Is Coming to America". Myrecipes.com.
  13. ^ "Huel Announces Commitment to the U.S. Market with New Product Launches" (Press release). PR Newswire. November 28, 2018.
  14. ^ Perkins, Carina (16 November 2017). "James McMaster is new CEO of 'complete food' brand Huel". TheGrocer.co.uk.
  15. ^ a b "Nutritional Information and Ingredients". Huel.
  16. ^ "The Huel Powder Formula Explained". Huel.
  17. ^ "The Huel Ready-to-drink Formula Explained". Huel.
  18. ^ "Huel Bars". Huel.
  19. ^ "The Huel Bars Formula Explained". Huel.
  20. ^ "The Huel Granola Formula". Huel.
  21. ^ HARRIS-FRY, NICK (2 March 2016). "Is Huel the Future of Food?". Coach Magazine.
  22. ^ Robinson, Peter (9 May 2016). "My week on powdered food made me feel less spaceman, more idiot". The Guardian.
  23. ^ Hill, Jared (September 14, 2016). "A Week on Huel: One Small Step for Man, One Giant Leap for My Bowels". Medium.
  24. ^ Dave Gorman- Modern Life is Goodish S4 E6. July 15, 2017 – via Dailymotion.
  25. ^ Bell, Lee (6 December 2017). "Best Health Tech: Gadgets to Help Keep You Fit And Healthy". Forbes.

External links[edit]