Corporate brand
UnclaimedBritish plant-based nutrition brand offering meal replacements, snacks, drinks, and dietary supplements.
Last updated October 14, 2026
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Overview
Huel is a British nutrition company whose name combines the words “human” and “fuel.” It develops plant-based meal replacements, snacks, ready-to-drink beverages, and dietary supplements intended to provide convenient, nutritionally balanced alternatives or complements to conventional meals. The company is headquartered in Tring, Hertfordshire, and sells primarily through direct-to-consumer channels and international distribution. The business was founded in 2014 by Julian Hearn in Aylesbury, England. Registered nutritionist James Collier, who had founded and previously owned the bodybuilding website MuscleTalk, formulated the original recipe. The concept was to create a food product capable of supplying the recommended daily amounts of key nutrients identified by the European Food Safety Authority while also being convenient, shelf-stable, and suitable for a plant-based diet. Huel’s name reflects this functional approach: food is presented as fuel for everyday life rather than solely as an experience associated with cooking or dining. Huel Powder, the company’s first product, launched in 2015. The original formulation used oats, rice protein, pea protein, flaxseed, sunflower ingredients, coconut-derived medium-chain triglycerides, and a blend of vitamins and minerals. It was sold in large bags, including a 1.7-kilogram format, and positioned as a flexible base that consumers could mix with water or other liquids. Flavour and sweetening options have included sucralose and stevia, depending on the product and formulation. Huel expanded beyond the United Kingdom in 2016, began shipping to the United States in June 2017, and developed an international operating model around online sales, product subscriptions, and a growing range of formats. In November 2017, James McMaster, formerly chief executive of Life Health Foods UK, became Huel’s chief executive to support the company’s international growth. The product portfolio subsequently broadened from powder into higher-protein formulas, ready-to-drink products, nutrition bars, hot and savoury foods, and supplements. A significant portfolio development was the launch of Black Edition in December 2019. Compared with the original powder, it was described as containing substantially fewer carbohydrates and more protein, and it used stevia and organic coconut sugar rather than the artificial sweetener used in the original formulation. In 2023, Huel added Daily Greens, a powdered supplement combining plant-based ingredients, antioxidants, phytonutrients, adaptogens, proteins, vitamins, and minerals. Huel’s commercial identity is built around convenience, nutritional completeness, plant-based ingredients, and efficiency. Its customers include people seeking quick meals, athletes and fitness-oriented consumers, office workers, travelers, and consumers interested in reducing reliance on conventional animal-based food. The brand has also emphasized sustainability and ethical sourcing. It achieved B Corp certification in 2023 and became a partner of Tony’s Open Chain, an initiative focused on improving cocoa sourcing practices. The company has reported rapid growth. Huel reported revenue of £184.5 million for the twelve months ending 31 July 2023, representing a 28% year-on-year increase, and reported more than £200 million in revenue for the financial year ending 31 July 2024. These figures describe a private company and do not represent publicly traded-company disclosures. Huel has also faced regulatory and reputational scrutiny. In 2023, the UK Advertising Standards Authority banned two advertisements over claims concerning potential savings and health-related messaging. In 2024, the authority banned an advertisement featuring Steven Bartlett because the commercial relationship with Huel was not adequately disclosed. In 2025, Consumer Reports reported elevated lead and cadmium readings in certain Huel products, including a reported single-serving result for Huel Black Edition; the significance of such findings depends on product use, regulatory benchmarks, and independent verification. Reports in 2026 described a proposed acquisition by Danone valued at €1 billion and subsequent clearance by the UK Competition and Markets Authority, but these developments fall outside the historical period covered by much of the established reference material.
History
Huel was established in 2014 by entrepreneur Julian Hearn in Aylesbury, England. Its founding concept was developed with James Collier, a registered nutritionist and the founder and former owner of MuscleTalk. The company sought to create a convenient food that could deliver a broad profile of macronutrients and micronutrients while relying primarily on plant-based ingredients. The first product, Huel Powder, was released in 2015. Its formulation used ingredients including oats, rice protein, pea protein, flaxseed, sunflower ingredients, coconut-derived medium-chain triglycerides, vitamins, and minerals. The product was sold in large bags and prepared by mixing the powder with liquid. Rather than positioning itself solely as a sports supplement, Huel presented the powder as a practical meal replacement or food option for consumers with limited time, an interest in plant-based nutrition, or a desire for predictable nutritional content. Huel began serving continental European customers in 2016. Its international reach expanded further when the brand became available in the United States in June 2017. In November of that year, James McMaster became chief executive officer. His appointment was associated with a more deliberate focus on international expansion and the development of Huel as a global nutrition business rather than a narrowly British online food startup. The company broadened its range over time. Huel moved from its original powder into ready-to-drink products, bars, hot and savoury formats, and supplements. Black Edition, launched in December 2019, targeted consumers seeking a different macronutrient balance, with substantially fewer carbohydrates and more protein than the original powder. It was sweetened with stevia and organic coconut sugar rather than the artificial sweetener used in the original formulation. In 2023, Huel launched Daily Greens, a powdered supplement designed around greens, antioxidants, phytonutrients, adaptogens, plant-based proteins, and a large collection of vitamins, minerals, and whole-food-derived ingredients. The company also reported significant commercial growth, recording £184.5 million in revenue for the twelve months ending 31 July 2023. During the same period, it achieved B Corp certification, reflecting assessment against social, environmental, governance, and accountability standards, and it became a partner of Tony’s Open Chain in support of more ethical cocoa sourcing. Huel’s growth has been accompanied by scrutiny of its marketing and product claims. In February 2023, the UK Advertising Standards Authority ruled against two Huel advertisements. One concerned claims about saving money, while another was found to breach rules governing health claims. In August 2024, the ASA ruled against another Huel advertisement featuring Steven Bartlett because the commercial relationship was not sufficiently disclosed. In 2025, Consumer Reports reported lead and cadmium findings in tested Huel products, including a reported result for Huel Black Edition. These reports created additional questions about exposure levels, testing methodology, serving patterns, and applicable safety standards. The reference material states that Huel exceeded £200 million in revenue for the financial year ending 31 July 2024 and that profit was three times higher than in the prior year. It also describes 2026 reports of a proposed Danone acquisition valued at €1 billion and later UK regulatory clearance. Because Huel is privately held, its financial information is not presented through public-market filings in the same way as that of a listed company. Its overall development has been from a single powdered meal-replacement product into an international plant-based nutrition portfolio spanning complete-meal products, snacks, beverages, and supplements.
- 2024
Revenue exceeds £200 million
[1]The reference material states that Huel surpassed £200 million in revenue for the financial year ending 31 July 2024.
- 2023
Daily Greens and B Corp certification
[1]Huel launched Daily Greens, achieved B Corp certification, and reported substantial year-on-year revenue growth.
- 2019
Black Edition launches
[1]Huel introduced a higher-protein, lower-carbohydrate powder variant using stevia and organic coconut sugar.
- 2017
United States availability and new CEO
[1]Huel became available in the United States, and James McMaster was appointed chief executive to support international growth.
- 2016
European expansion begins
[1]Huel began delivering products to markets elsewhere in Europe.
- 2015
Huel Powder launches
[1]The company released its first powdered meal-replacement product, based on plant proteins, oats, fats, and micronutrients.
- 2014
Huel is founded
[1]Julian Hearn founded Huel in Aylesbury, England, with the original formulation developed with registered nutritionist James Collier.
Products and positioning
A convenient, plant-based and nutritionally focused alternative to conventional meals, marketed around complete nutrition, efficiency, sustainability, and modern active lifestyles.
Meal-replacement powder · 2015
Huel Powder
Huel’s original powdered product, launched in 2015, is designed to be mixed with water or another liquid as a convenient meal replacement or nutritional food. Its formulation includes oats, rice protein, pea protein, flaxseed, sunflower ingredients, coconut-derived medium-chain triglycerides, and added vitamins and minerals. It established the brand’s core proposition of plant-based, shelf-stable, nutritionally structured food for consumers seeking speed and consistency.
High-protein meal-replacement powder · 2019
Huel Black Edition
Black Edition was introduced in December 2019 as a differentiated powder formula. According to the reference material, it contains 50% fewer carbohydrates and 33% more protein than the original Huel Powder. Its sweetening system uses stevia and organic coconut sugar instead of the artificial sweetener used in the original formulation, giving the range a distinct nutritional and ingredient profile.
Dietary supplement powder · 2023
Huel Daily Greens
Daily Greens is a powdered supplement launched in 2023. It combines plant-based proteins with greens and whole-food-derived ingredients, and is described as containing antioxidants, phytonutrients, adaptogens, vitamins, and minerals. The product extends Huel’s proposition beyond meal replacement into daily supplementation and wellness-oriented nutrition.
Ready-to-drink nutrition beverage
Huel Ready-to-Drink
Huel’s ready-to-drink products translate the brand’s complete-nutrition proposition into a portable beverage format. They are intended for occasions when consumers want a nutritionally structured option without mixing powder or preparing food. Specific formulations and launch dates are not established in the supplied reference material.
Nutrition snacks
Huel Bars and Snacks
Huel’s bars and snack products broaden the brand from liquid and powdered meals into portable solid food. They are positioned for convenient eating between meals, during travel, or around work and exercise. The supplied reference material identifies snacks and nutrition bars as part of Huel’s scope but does not provide a complete product chronology.
Controversies
2026
UK ASA bans Huel meal replacement ad over irresponsible dietary and health claims
The UK Advertising Standards Authority (ASA) banned an advert for Huel meal replacement shakes, which featured brand ambassador Spencer Matthews recounting an anecdote about an athlete who only eats Huel and won a 260km ultramarathon. The ASA upheld four complaints, ruling that the ad encouraged or condoned irresponsible dietary practices, suggested that completely replacing conventional food with Huel was nutritionally appropriate, and implied a beneficial relationship between consuming Huel and sustaining exceptionally high levels of physical and endurance performance. Huel said the anecdote was not a recommendation or instruction, and told BBC News it had complied with the ruling.
2025
Reported lead and cadmium findings
Consumer Reports reported high levels of lead and cadmium in tested Huel products, including reported measurements of 6.3 micrograms of lead and 9.2 micrograms of cadmium in one serving of Huel Black Edition. The supplied material does not establish the regulatory disposition or the company’s final response.
2024
Undisclosed affiliation in Steven Bartlett advertisement
The ASA banned a Huel advertisement featuring Steven Bartlett because the commercial relationship with the brand was not sufficiently clear to audiences.
2023
ASA rulings on savings and health claims
The UK Advertising Standards Authority banned two Huel advertisements after finding that savings-related claims were misleading and that another advertisement breached rules concerning health claims.
Marketing campaigns
- 2024Steven Bartlett advertisement
United Kingdom
Huel used Steven Bartlett in advertising, but the UK Advertising Standards Authority later ruled that the commercial affiliation was not adequately disclosed.
Outcome. Advertisement banned by the ASA.
Brand decisions
2026
Reported Danone acquisitionM&ABackground
Reports described Danone as seeking to acquire Huel as part of a broader nutrition-market transaction.
Action taken
The reference material states that Danone agreed to acquire Huel in a transaction valuing the company at €1 billion and that the deal was later cleared by the UK Competition and Markets Authority.
Aftermath
The supplied material does not establish the final completion status or post-transaction ownership structure.
Reported transaction valuation. €1 billion (2026 reported acquisition)
2023
Expansion into greens supplementationProduct launchBackground
Huel extended its portfolio beyond complete meals and snacks into wellness-oriented supplementation.
Action taken
The company launched Daily Greens, a powder containing plant-based ingredients, micronutrients, antioxidants, phytonutrients, adaptogens, and proteins.
Aftermath
The launch broadened Huel’s positioning within daily nutrition and supplement products.
2019
Launch of Black EditionGeneration changeBackground
Huel sought to offer a differentiated formula for consumers prioritizing protein and a lower carbohydrate profile.
Action taken
The company introduced Black Edition with substantially fewer carbohydrates and more protein than the original powder, using stevia and organic coconut sugar as sweeteners.
Aftermath
Black Edition became one of the brand’s prominent powder offerings.
Recent events
- Unconfirmed
Reported
UK ASA bans Huel meal replacement ad over irresponsible dietary and health claims[2]
The UK Advertising Standards Authority (ASA) banned an advert for Huel meal replacement shakes, which featured brand ambassador Spencer Matthews recounting an anecdote about an athlete who only eats Huel and won a 260km ultramarathon. The ASA upheld four complaints, ruling that the ad encouraged or condoned irresponsible dietary practices, suggested that completely replacing conventional food with Huel was nutritionally appropriate, and implied a beneficial relationship between consuming Huel and sustaining exceptionally high levels of physical and endurance performance. Huel said the anecdote was not a recommendation or instruction, and told BBC News it had complied with the ruling.
Reported
Huel introduces two Hot & Savory flavors[3]
Huel introduced two Hot & Savory vegetarian meal flavors: Thai Green Curry and Tomato & Herb. The article reports a subscription price of $3.65 per serving in the UK and US.
Sources3 sources
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