Huel

Huel
Founded 2014
Founders Julian Hearn, James Collier
Headquarters United Kingdom
Website www.huel.com

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 daily needs of vitamins, minerals, fats, proteins and carbohydrates if switching to a diet completely based on the product.[1] 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.[2]

History

Huel was founded by Julian Hearn in 2014 in Aylesbury, England, where the company is still based.[3] 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.[4]

The name Huel is a portmanteau of "human fuel".[5]

The first Huel product began shipping in June 2015. A gluten-free version was launched in 2016.[6] In 2016 Huel began shipping to the rest of Europe, and in 2017 it became available in the United States.[7]

As of 2018, Huel reports having sold over 20 million meals to more than 80 countries.[3]

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.[8]

Products

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.[9]

Huel powdered food packaging

A typical serving of Huel Powder is about 500 calories.[10]

Huel Powder

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.[11]

Huel Bars

Launched in 2017, the snack bars are vegan and gluten-free.[12]

Huel Granola

First put on sale in 2018, Huel Granola is composed primarily of rolled oats.[13]

Flavour Boosts

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.

Nutrition

Measured by macronutrients, Huel is made up of 30% protein, 30% fat, 37% carbohydrate, and 3% fibre.[14] Huel Granola and Huel Bars contain different nutrient splits.

Huel’s micronutrient additives includes for healthy individuals recommended daily amounts of Vitamin A, Vitamin D2, Vitamin E, Vitamin K1, Vitamin K2, Vitamin C, Thiamin, Riboflavin, Niacin, Vitamin B6, Folate, Vitamin B12, Biotin, Pantothenic Acid, Choline, Sodium, Potassium, Chloride, Calcium, Phosphorus, Magnesium, Iron, Zinc, Copper, Manganese, Selenium, Chromium, Molybdenum, Iodine, Avenanthramides, Ferulic acid, and Lycopene.[15]

Reviews and reception

Huel has received coverage from a wide range of press outlets, with advocates praising its ethical and nutritious qualities, and critics focusing on its perceived lack of flavour and unconventionality.

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".[16]

Forbes listed Huel amongst the best “gadgets to keep you fit and healthy” in 2017.[17] Raconteur discussed Huel as a possible solution to feeding “the next billion”, as population growth begins to make traditional foodstuffs unsustainable.[18] A weeklong trial in The Telegraph concluded that Huel was “very good”, but better when used only occasionally.[19] 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.[20]

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."[21]

In August 2017, Reviews.com rated Huel “Best Overall” in its “Best Meal-Replacement Shakes” roundup, saying the product “exceeded expectations in every way,” and was “surprisingly tasty.” The review also praised Huel’s composition from real foods, noting that other meal replacements largely rely on artificial ingredients.[22]

Huelers and the Huel community

As well as coverage in the press, Huel has developed a dedicated online fanbase known colloquially as Huelers. As well as the community of online forum users, Huelers include celebrities such as Matthew Pritchard.[23]

See also

References

  1. ↑
    • 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.
  2. ↑ Christie, Sophie (2018-04-03). "Huel: the 'food of the future' making £14m a year". The Telegraph. ISSN 0307-1235. Retrieved 2018-07-04.
  3. 1 2 "10+ million meals sold to 55+ countries". Huel official website.
  4. ↑ "How sustainable is Huel, really?". Huel official website.
  5. ↑ Ough, Tom (15 February 2017). "My week on Huel: can you really live off nutritionally-complete powder?" – via www.telegraph.co.uk.
  6. ↑ "Version History". Huel official website.
  7. ↑ Nickalls, Sammy (2017-06-13). "European Soylent Competitor Huel Is Coming to America". Extra Crispy. Retrieved 2018-01-23.
  8. ↑ Perkins, Carina. "James McMaster is new CEO of 'complete food' brand Huel". TheGrocer.co.uk. Retrieved 2018-02-19.
  9. ↑ "Version History". Huel. Retrieved 2018-02-19.
  10. ↑ "I gave up solid food for a week and lived on meal replacement drink Huel". Business Insider. Retrieved 2018-07-03.
  11. ↑ "Nutritional Information and Ingredients". Huel. Retrieved 2018-02-19.
  12. ↑ "Huel Bars v2.0". Huel. Retrieved 2018-02-19.
  13. ↑ "The Huel Granola Formula". Huel. Retrieved 2018-02-19.
  14. ↑ "Nutritional Information and Ingredients". Huel official website.
  15. ↑ "About the Vitamins & Minerals in Huel". Huel official website.
  16. ↑ Robinson, Peter (2016-05-09). "My week on powdered food made me feel less spaceman, more idiot". the Guardian. Retrieved 2018-07-03.
  17. ↑ "Best Health Tech: Gadgets to Help Keep You Fit And Healthy". Forbes.
  18. ↑ "From plantburgers to cutting food waste: how to feed the next billion - Raconteur". Raconteur. 2017-11-05. Retrieved 2018-01-23.
  19. ↑ Ough, Tom (2017-06-01). "My week on Huel: can you really live off nutritionally-complete powder?". The Telegraph. ISSN 0307-1235. Retrieved 2018-01-23.
  20. ↑ "Is Huel the Future of Food?". Coach. Retrieved 2018-02-19.
  21. ↑ 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.
  22. ↑ "The Best Meal-Replacement Shakes". Reviews.com.
  23. ↑ "Huelers". Huel. Retrieved 2018-02-19.
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