James McMaster, CEO



We are 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.

We save you time, there’s no doubt about that, but we didn’t just make Huel for efficiency. At Huel we are also committed to being supported by experts, being affordable, zero food waste, high manufacturing standards being ethical and environmentally friendly.

Our forum has become a bustling hub of people dedicated to helping and teaching each other. Whenever we’ve asked for feedback, our customers have responded passionately, meaning we’ve been able to implement lots of your great ideas.

Huel Headshots 2018-103.jpg
‘Huel has been profitable since day one and is on track to triple turnover this year. In order to accelerate growth, expand our product portfolio and reach new markets, we decided to take external funding into the company. We’re excited that Highland Europe shares our
vision and is now giving us the means and a wealth of experience to scale Huel into a global leader. These developments present a really exciting time for Huel and the ‘complete food’ category in general. We expect further innovation will follow as a consequence
— Julian Hearn, co-founder