The Birth of Huel
In June 2015, Julian Hearn launched Huel, a nutritionally complete food brand. The name 'Huel' is a fusion of 'Human' and 'Fuel', which encapsulates the brand's mission: to create nutritionally complete, convenient, affordable food with a minimal impact on the environment and animals.
Julian Hearn had previously been involved in a fitness programme called Bodyhack, which resulted in him being leaner and healthier than ever before. However, he found that maintaining the required diet was time-consuming and difficult, which led him to conceive the idea of Huel.
James Collier, a renowned nutritionist, joined forces with Hearn to formulate Huel. Right from the start, Huel was designed to be a meal replacement that was ideal for individuals who were time-pressed. A significant investment of £220,000, which Hearn obtained from the sale of his affiliate marketing business, was used to launch Huel.
What Makes Huel Special?
Huel is a powdered meal replacement made from sustainable plant-based ingredients like oats, peas, rice, flaxseed, coconut, and sunflower. It's designed to provide the perfect balance of proteins, carbohydrates, and fats, along with all 26 essential vitamins and minerals that the body needs daily.
The brand's focus on nutrition and sustainability sets it apart from other meal replacements in the market. Huel's products have a low carbon footprint and use minimal packaging, reducing environmental waste. Moreover, the products are vegan and lactose-free, containing no soy, GMOs, or palm oil.
The Huel Range
Huel offers a comprehensive range of six products: Powder, Black Edition, Complete Protein, Instant Meals, Ready-to-drink, and Bars. Each of these products is carefully formulated to ensure they meet the nutritional requirements of a complete meal.
The primary product, Huel Powder, is a versatile meal replacement that can be mixed with water or plant-based milk. The brand also offers flavour boosts like strawberry, banana, chocolate, cappuccino, and chocolate mint, allowing users to customise their Huel meal to their taste preferences.
For individuals looking for an on-the-go option, the Huel Ready-to-drink and Bars offer a practical solution. These portable meals are great for those busy days when sitting down for a traditional meal isn't an option.
The Rise of Huel
Since its launch, Huel has experienced consistent growth. In just its first year of business in 2015, Huel achieved £800,000 in revenues. By 2016, pre-tax profits had risen to £1.3 million on £5.8 million in sales. The company's turnover reached £14.1 million in 2017 and is expected to increase by 220% to £45 million in the following years.
Huel's expansion into the US market in mid-2017 was particularly successful, with US sales surpassing those of the UK within the first year. The brand's decision to sell its products directly to consumers through its website, rather than through third-party distributors and retailers, has played a significant role in its growth.
The Huel Community
Huel's success is not only due to its innovative products but also its dedication to creating a supportive community for its users, affectionately known as 'Hueligans'. Huel's online forum has become a hub for users to share experiences, offer support, and provide valuable feedback.
The Future of Huel
The future holds exciting prospects for Huel. The company recently raised £20m in funding from private equity investor Highland Europe to accelerate its growth plans. Huel is also set to expand its product range further, guided by customer feedback and the brand's commitment to providing nutritionally complete, sustainable food solutions.
As more individuals become conscious of the environmental impact of their food choices, Huel's plant-based, sustainable products offer an attractive alternative. By switching just one meal a day to a plant-based option like Huel, individuals can significantly reduce their food-related carbon emissions.
In summary, Huel has successfully disrupted the food industry with its nutritionally complete, sustainable meal replacements. Through its commitment to customer satisfaction and environmental responsibility, Huel is well-positioned to continue transforming the way we consume food in the future.