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Huel Inc.
Company typePrivately held company
IndustryMeal replacements
Founded2014; 10 years ago (2014)
FoundersJulian Hearn, James Collier
HeadquartersUK: Tring, Hertfordshire; London, Birmingham
US: New York City
A packet of vanilla-flavour Huel powder

Huel, manufactured by Huel Ltd., is a meal replacement and therapeutic food available in powder, protein shake, protein bar, grain or pasta forms.[1][2][3] Its products are made from oats, rice protein, pea protein, sunflower, flaxseed, coconut oil MCTs, and several dietary supplements (vitamins and minerals). Most products are sweetened with sucralose or stevia. The product's name is a portmanteau of human fuel.[4]


In 2014, Huel was founded by Julian Hearn in Aylesbury, England. The original recipe was formulated by registered nutritionist James Collier, founder and former owner of MuscleTalk, a bodybuilding website,[5] 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.

Huel powder, the first product, 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. Black Edition was released in December 2019, it contains 50% fewer carbohydrates, 33% more protein compared to the original Huel powder and is sweetened with stevia and organic coconut sugar, instead of artificial sweetener.[6]

A version for gluten-free diets was launched in 2016, and Huel began delivering to the rest of Europe.[7] In June 2017, it became available in the United States.[8]

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.[9]

In November 2023, Huel's CEO James McMaster said the company was open to a sale, and played down talk of floating the company on the stock market, citing poor market conditions in the UK. [10]


In February 2023, the British Advertising Standards Authority banned two Huel advertisements after ruling that claims that Huel could help people save money were misleading, and that one of the advertisements violated the rules on making health claims about products.[11][12]


  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. ^ Ough, Tom (15 February 2017). "My week on Huel: can you really live off nutritionally-complete powder?". The Daily Telegraph. ISSN 0307-1235.
  5. ^ "About MuscleTalk". MuscleTalk.
  6. ^ WALSH, GRACE (January 11, 2023). "Huel review: Is Huel healthy? A dietitian shares her professional opinion..." Cosmopolitan.
  7. ^ Nickalls, Sammy (13 June 2017). "European Soylent Competitor Huel Is Coming to America".
  8. ^ "Huel Announces Commitment to the U.S. Market with New Product Launches" (Press release). PR Newswire. November 28, 2018.
  9. ^ Perkins, Carina (16 November 2017). "James McMaster is new CEO of 'complete food' brand Huel".
  10. ^ "Huel plays down London listing as IPO market stutters". Retrieved 2023-11-20.
  11. ^ Clark, Jess (15 Feb 2023). "Huel adverts banned in UK for claiming shakes could help cut food bills". The Guardian. Retrieved 15 Feb 2023.
  12. ^ "ASA Ruling on Huel Ltd". Advertising Standards Authority. 15 Feb 2023. Retrieved 2 Mar 2023.

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