|Founders||Julian Hearn, James Collier|
Huel is a nutritional powdered food and the name of the company distributing the product. The base product, Huel Powder, is intended to provide all of the body's nutritional needs if switching to a diet completely based on the product. Huel is made from oats, rice protein, pea protein, sunflower, flaxseed, coconut MCTs, and several dietary supplements (vitamins and minerals). Revenues of the company Huel in 2017 were £14 million, and Huel is one of the fastest-growing companies in the UK.
Huel was founded by Julian Hearn in 2014 in Aylesbury, England, where the company is still based. The original recipe was formulated by registered nutritionist James Collier, with the intention of providing the recommended daily amounts (RDAs) of nutrients as stipulated by the European Food Safety Authority, whilst being vegan and environmentally friendly.
The first Huel product began shipping in June 2015. A gluten-free version was launched in 2016. In 2016 Huel began shipping to the rest of Europe, and in 2017 it became available in the United States.
As of 2018, Huel reports having sold over 20 million meals to more than 80 countries.
In November 2017, former Life Health Foods UK chief executive James McMaster was appointed as Huel’s new CEO. McMaster joined Huel to help with co-founder Julian Hearn’s “global ambitions”, as the brand prepared to launch a new range of products in 2018.
Initially, Huel was only sold in its original powdered form, but the product range has expanded over time to include solid foods and other variants.
A typical serving of Huel Powder is about 500 calories.
The first Huel product to be released, has gone through several iterations since 2015. As of 2018, Huel is sold in 1.75 kg bags in bulk or as a subscription. With oats as the primary ingredient followed by rice, pea protein, and micronutrients.
Launched in 2017, the snack bars are vegan and gluten-free.
First put on sale in 2018, Huel Granola is composed primarily of rolled oats.
Huel also sells Flavour Boosts. As of 2018, there are 11 Huel Flavour Boosts. Flavour Boosts have no nutritional value and are designed to complement Huel Powder mixes.
Measured by macronutrients, Huel is made up of 30% protein, 30% fat, 37% carbohydrate, and 3% fibre. Huel Granola and Huel Bars contain different nutrient splits.
Reviews and reception
In May 2016, a journalist described his attempt switching to a Huel diet for a week. He mentions "there are lumps in the mixture" and states "Huel doesn’t just sound like the act of vomiting, it actually feels like doing it backwards".
Forbes listed Huel amongst the best “gadgets to keep you fit and healthy” in 2017. A weeklong trial in The Telegraph concluded that Huel was “very good”, but better when used only occasionally. 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.
It was also referred to as Hipster Gruel by Dave Gorman on Modern Life is Goodish.
In February 2017, a The Telegraph journalist reports the challenges he is facing while he tries to swich to a Huel-based diet. He states: "I’m struggling to get enough down me to hit anywhere near my 2000-calorie RDA" and summarizes: "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."
- Liquid diet
- Protein shake
- Soylent (meal replacement)
- Therapeutic food
- Butcher, Abigail (9 February 2016). "Is powdered food the future? Huel put to the test" – via www.telegraph.co.uk.
- Robinson, Peter (9 May 2016). "My week on powdered food made me feel less spaceman, more idiot". the Guardian.
- McEachran, Rich (17 December 2015). "Is powdered food an eco-dream or just weird?". The Guardian. Retrieved 7 January 2016.
- Christie, Sophie (2018-04-03). "Huel: the 'food of the future' making £14m a year". The Telegraph. ISSN 0307-1235. Retrieved 2018-07-04.
- "10+ million meals sold to 55+ countries". Huel official website.
- "How sustainable is Huel, really?". Huel official website.
- Ough, Tom (15 February 2017). "My week on Huel: can you really live off nutritionally-complete powder?" – via www.telegraph.co.uk.
- "Version History". Huel official website.
- Nickalls, Sammy (2017-06-13). "European Soylent Competitor Huel Is Coming to America". Extra Crispy. Retrieved 2018-01-23.
- Perkins, Carina. "James McMaster is new CEO of 'complete food' brand Huel". TheGrocer.co.uk. Retrieved 2018-02-19.
- "Version History". Huel. Retrieved 2018-02-19.
- "I gave up solid food for a week and lived on meal replacement drink Huel". Business Insider. Retrieved 2018-07-03.
- "Nutritional Information and Ingredients". Huel. Retrieved 2018-02-19.
- "Huel Bars v2.0". Huel. Retrieved 2018-02-19.
- "The Huel Granola Formula". Huel. Retrieved 2018-02-19.
- "Nutritional Information and Ingredients". Huel official website.
- Robinson, Peter (2016-05-09). "My week on powdered food made me feel less spaceman, more idiot". the Guardian. Retrieved 2018-07-03.
- "Best Health Tech: Gadgets to Help Keep You Fit And Healthy". Forbes.
- Ough, Tom (2017-06-01). "My week on Huel: can you really live off nutritionally-complete powder?". The Telegraph. ISSN 0307-1235. Retrieved 2018-01-23.
- "Is Huel the Future of Food?". Coach. Retrieved 2018-02-19.
- Ough, Tom (2017-06-01). "My week on Huel: can you really live off nutritionally-complete powder?". The Telegraph. ISSN 0307-1235. Retrieved 2018-07-03.