Huel

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Huel Inc.
TypePrivately held company
IndustryMeal replacements
Founded2014; 7 years ago (2014)
FoundersJulian Hearn, James Collier
HeadquartersUK: Tring, Hertfordshire
USA: Los Angeles
Germany: Berlin
ProductsHuel
Websitehuel.com

Huel, manufactured by Huel Ltd., 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 product's name is a portmanteau of human fuel.[5]

Huel has sold over 50 million units worldwide.[6]

History[edit]

Huel was founded by Julian Hearn in 2014 in Aylesbury, England.[7] The original recipe was formulated by registered nutritionist James Collier, founder and former owner of MuscleTalk, a bodybuilding website,[8] with the intention of providing the recommended daily amounts (RDAs) of nutrients as stipulated by the European Food Safety Authority, in a vegan and environmentally friendly product.[9]

The first Huel product was shipped in June 2015. A version for gluten-free diets was launched in 2016.[10] In 2016 Huel began shipping to the rest of Europe.[11] In June 2017, it became available in the United States.[12]

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.[13]

Huel Powder[edit]

A packet of vanilla-flavour Huel powder

Huel powder was released in 2015 and is sold in 1.7 kg white bags. Its ingredients contain oats, rice, pea protein, and micronutrients. Huel Powder is made up of 37% carbohydrates, 30% fat, 30% protein, and 3% fibre.[14] The black bag edition of Huel was released in December 2019, it contains 50% less carbs, 33% more protein compared to the original Huel powder.[15]

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.[16]

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".[2]

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]

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. ^ a b 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. ^ "About Huel". Huel.
  8. ^ "About MuscleTalk". MuscleTalk.
  9. ^ "How sustainable is Huel, really?". Huel.
  10. ^ "Version History". Huel.
  11. ^ Nickalls, Sammy (13 June 2017). "European Soylent Competitor Huel Is Coming to America". Myrecipes.com.
  12. ^ "Huel Announces Commitment to the U.S. Market with New Product Launches" (Press release). PR Newswire. November 28, 2018.
  13. ^ Perkins, Carina (16 November 2017). "James McMaster is new CEO of 'complete food' brand Huel". TheGrocer.co.uk.
  14. ^ "The Huel Powder Formula Explained". Huel.
  15. ^ "Huel Black Edition". Huel.
  16. ^ HARRIS-FRY, NICK (2 March 2016). "Is Huel the Future of Food?". Coach Magazine.

External links[edit]