Huel

Last updated
Huel Inc.
Company type Privately held company
Industry Meal replacements
Founded2014;10 years ago (2014)
FoundersJulian Hearn, James Collier
HeadquartersUK: Tring, Hertfordshire; London, Birmingham
US: New York City
ProductsHuel
Website huel.com
A pouch of Huel Powder, Black Edition, and a Huel Shaker Huel powder black edition shaker.jpg
A pouch of Huel Powder, Black Edition, and a Huel Shaker

Huel Ltd. is a company that makes plant-based meals, snacks, drinks, and food supplements. [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]

Contents

History

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 2023, Huel reported a 28% increase in revenue year-on-year, reaching £184.5 million for the 12 months to 31 July 2023. [10]

Huel was B Corp certified in 2023, meaning it met tight social sustainability and environmental performance standards, and became a partner of Tony’s Open Chain, an open supply chain for companies committed to ethical sourcing of cocoa. [11]

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. [12]

Huel opened a factory in Milton Keynes in January 2024. [13]

Controversy

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. [14] [15]

Related Research Articles

<span class="mw-page-title-main">Stevia</span> Sweetener and sugar substitute

Stevia is a sweet sugar substitute that is about 50 to 300 times sweeter than sugar. It is extracted from the leaves of Stevia rebaudiana, a plant native to areas of Paraguay and Brazil in the southern Amazon rainforest. The active compounds in stevia are steviol glycosides. Stevia is heat-stable, pH-stable, and not fermentable. Humans cannot metabolize the glycosides in stevia, and therefore it has zero calories. Its taste has a slower onset and longer duration than that of sugar, and at high concentrations some of its extracts may have an aftertaste described as licorice-like or bitter. Stevia is used in sugar- and calorie-reduced food and beverage products as an alternative for variants with sugar.

<span class="mw-page-title-main">Sugar substitute</span> Sugarless food additive intended to provide a sweet taste

A sugar substitute is a food additive that provides a sweetness like that of sugar while containing significantly less food energy than sugar-based sweeteners, making it a zero-calorie or low-calorie sweetener. Artificial sweeteners may be derived through manufacturing of plant extracts or processed by chemical synthesis. Sugar substitute products are commercially available in various forms, such as small pills, powders, and packets.

<span class="mw-page-title-main">Porridge</span> Food

Porridge is a food made by heating or boiling ground, crushed or chopped starchy plants, typically grain, in milk or water. It is often cooked or served with added flavourings such as sugar, honey, fruit, or syrup to make a sweet cereal, or it can be mixed with spices, meat, or vegetables to make a savoury dish. It is usually served hot in a bowl, depending on its consistency. Oat porridge, or oatmeal, is one of the most common types of porridge. Gruel is a thinner version of porridge and congee is a savoury variation of porridge of Asian origin.

<span class="mw-page-title-main">Dietary supplement</span> Product providing additional nutrients

A dietary supplement is a manufactured product intended to supplement a person's diet by taking a pill, capsule, tablet, powder, or liquid. A supplement can provide nutrients either extracted from food sources, or that are synthetic. The classes of nutrient compounds in supplements include vitamins, minerals, fiber, fatty acids, and amino acids. Dietary supplements can also contain substances that have not been confirmed as being essential to life, and so are not nutrients per se, but are marketed as having a beneficial biological effect, such as plant pigments or polyphenols. Animals can also be a source of supplement ingredients, such as collagen from chickens or fish for example. These are also sold individually and in combination, and may be combined with nutrient ingredients. The European Commission has also established harmonized rules to help insure that food supplements are safe and appropriately labeled.

<span class="mw-page-title-main">Oatmeal</span> Preparation of oat groats through grinding, steel-cutting or rolling

Oatmeal is a preparation of oats that have been de-husked, steamed, and flattened, or a coarse flour of hulled oat grains (groats) that have either been milled (ground), rolled, or steel-cut. Ground oats are also called white oats. Steel-cut oats are known as coarse oatmeal, Irish oatmeal, or pinhead oats. Rolled oats were traditionally thick old-fashioned oats, but can be made thinner or smaller, and may be categorized as quick oatmeal or instant oatmeal depending on the cooking time required, which is determined by the size of the oats and the amount of precooking.

<span class="mw-page-title-main">Gatorade</span> Manufacturer of sports-themed beverage and food products

Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Dr. Robert Cade. It was originally made for the Gators at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during vigorous sports activities.

<span class="mw-page-title-main">Energy bar</span> Nutritional snack bar

Energy bars are supplemental bars containing cereals, micronutrients, and flavor ingredients intended to supply quick food energy. Because most energy bars contain added protein, carbohydrates, dietary fiber, and other nutrients, they may be marketed as functional foods. Manufacturing of energy bars may supply nutrients in sufficient quantity to be used as meal replacements.

<span class="mw-page-title-main">Diet soda</span> Type of sugar-free or artificially sweetened soda

Diet or light beverages are generally sugar-free, artificially sweetened beverages with few or no calories. They are marketed for diabetics and other people who want to reduce their sugar and/or caloric intake.

<span class="mw-page-title-main">Coconut milk</span> Liquid extracted from coconuts

Coconut milk is an opaque, milky-white liquid extracted from the grated pulp of mature coconuts. The opacity and rich taste of coconut milk are due to its high oil content, most of which is saturated fat. Coconut milk is a traditional food ingredient used in Southeast Asia, Oceania, South Asia, and East Africa. It is also used for cooking in the Caribbean, tropical Latin America, and West Africa, where coconuts were introduced during the colonial era.

<span class="mw-page-title-main">Cheerios</span> Breakfast cereal made by General Mills

Cheerios is a brand of cereal manufactured by General Mills in the United States and Canada, consisting of pulverized oats in the shape of a solid torus. In some countries, including the United Kingdom, Cheerios is marketed by Cereal Partners under the Nestlé brand; in Australia and New Zealand, Cheerios is sold as an Uncle Tobys product. It was first manufactured in 1941 as CheeriOats.

<span class="mw-page-title-main">Whey protein</span> Protein supplement

Whey protein is a mixture of proteins isolated from whey, the liquid material created as a by-product of cheese production. The proteins consist of α-lactalbumin, β-lactoglobulin, serum albumin and immunoglobulins. Glycomacropeptide also makes up the third largest component but is not a protein. Whey protein is commonly marketed as a protein supplement, and various health claims have been attributed to it. A review published in 2010 in the European Food Safety Authority Journal concluded that the provided literature did not adequately support the proposed claims.

Bodybuilding supplements are dietary supplements commonly used by those involved in bodybuilding, weightlifting, mixed martial arts, and athletics for the purpose of facilitating an increase in lean body mass. Bodybuilding supplements may contain ingredients that are advertised to increase a person's muscle, body weight, athletic performance, and decrease a person's percent body fat for desired muscle definition. Among the most widely used are high protein drinks, pre-workout blends, branched-chain amino acids (BCAA), glutamine, arginine, essential fatty acids, creatine, HMB, whey protein, ZMA, and weight loss products. Supplements are sold either as single ingredient preparations or in the form of "stacks" – proprietary blends of various supplements marketed as offering synergistic advantages.

<span class="mw-page-title-main">Milk substitute</span> Alternative substance that resembles milk

A milk substitute is any substance that resembles milk and can be used in the same ways as milk. Such substances may be variously known as non-dairy beverage, nut milk, grain milk, legume milk, mock milk and alternative milk.

<span class="mw-page-title-main">Split pea</span> Dried and split seed of Pisum sativum

Split peas are an agricultural or culinary preparation consisting of the dried, peeled and split seeds of Pisum sativum, the pea.

<span class="mw-page-title-main">Ingredion</span> American ingredient manufacturer

Ingredion Inc. is an American food and beverage ingredient provider based in Westchester, Illinois, producing mainly starches, non-GMO sweeteners, stevia, and pea protein. The company turns corn, tapioca, potatoes, plant-based stevia, grains, fruits, gums and other vegetables into ingredients for the food, beverage, brewing, and pharmaceutical industries and numerous industrial sectors. It has about 12,000 employees in 44 locations, and customers in excess of 120 countries.

<span class="mw-page-title-main">Protein bar</span> Type of snack bar high in protein

Protein bars are a convenience food that contains a high proportion of protein relative to carbohydrates and fats. Despite the label focusing on protein, many mass-marketed protein bars contain more added sugar than some desserts like cookies or doughnuts.

<span class="mw-page-title-main">Pea protein</span> Food product and protein supplement derived from Pisum sativum

Pea protein is a food product and protein supplement derived and extracted from yellow and green split peas, Pisum sativum. It can be used as a dietary supplement to increase an individual's protein or other nutrient intake, or as a substitute for other food products. As a powder, it is used as an ingredient in food manufacturing, such as a thickener, foaming agent, or an emulsifier.

Fish protein powder (FPP) describes a food grade powder product designated primarily for human consumption applications. It differs significantly from fish meal products which are designated for animal feed applications. Fish protein powders have various sanitary processing, purity and functional characteristics which establish them as human food ingredients. Production plants registered for the USA market are located in Peru and France.

<span class="mw-page-title-main">Coca-Cola Life</span> Version of Coca-Cola

Coca-Cola Life was a reduced-calorie version of Coca-Cola introduced in 2013, using a combination of stevia and sugar as sweeteners. It was first released in Argentina and Chile after five years of research together in these countries. The formulation varied by market location, and in some areas the original formulation had been phased out in favor of a zero-calorie version sweetened with stevia only. The drink was discontinued in 2020 as part of the Coca-Cola Company discontinuing underperforming brands.

Ambronite is a nutritional drinkable meal replacement intended to supply all of a human body's daily needs, made from 20 organic ingredients that includes berries, nuts, seeds and spinach. The product is a powder that is mixed with water to turn it into food. Ambronite's name is based on the Greek word for "food of the Gods" — Ambrosia.

References

  1. Haslam, Olivia (27 September 2023). "Challenging the vilification of ultra-processed foods". NutraIngredients.
  2. Haslam, Olivia (22 February 2024). "Huel modernizes mission with botanical Daily Greens supplement". NutraIngredients.
  3. Walsh, Grace (21 February 2024). "Huel review: Is Huel healthy? A dietitian shares her professional opinion..." Cosmopolitan .
  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". Myrecipes.com.
  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". TheGrocer.co.uk.
  10. Mattinson, Alex (24 November 2023). "Retail push helps Huel return to profitability". TheGrocer.co.uk.
  11. "Huel B Corp Certification". www.bcorporation.net.
  12. "Huel plays down London listing as IPO market stutters". www.ft.com. Retrieved 2023-11-20.
  13. McLouglin, James (17 January 2024). "Huel begins fit-out of 71,800ft² Milton Keynes warehouse". logisticsmanager.com.
  14. Clark, Jess (15 Feb 2023). "Huel adverts banned in UK for claiming shakes could help cut food bills". The Guardian. Retrieved 15 Feb 2023.
  15. "ASA Ruling on Huel Ltd". Advertising Standards Authority. 15 Feb 2023. Retrieved 2 Mar 2023.