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About Huel

Huel (Human + Fuel) is nutritionally complete food. This means every Huel meal contains a balance of all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients in a single product. 

It was started by Julian Hearn in June 2015 with a mission.

To make nutritionally complete, convenient, affordable food, with minimal impact on animals and the environment.

Huel is made from plant-based ingredients like oats, pea, rice, flaxseed, coconut, and sunflower, and it is available in a range of six products: Powder, Black Edition, Complete Protein, Hot & Savoury, Ready-to-drink and Bars.

As featured in...

See all our press coverage here. For all press and media enquiries, please visit our press page.

Contents

Why we created Huel and why we believe it's the future of food

In an ideal world, we'd all have time to select, buy, prep and cook a meal made with whole foods, and have the knowledge to ensure we're getting the complete nutrition we need. But this is unfortunately not always possible, especially when we're on the go or in a rush. 

So most people often resort to "junk food" that is quick, but very unhealthy - think snacking on a bag of crisps or a chocolate bar or grabbing a sandwich or a cheeseburger for lunch. Sadly all this food is optimised for taste over nutrition, which is the essential value of food.

As a population we have made food so delicious that we crave it, get addicted to it, and over consume it. The result is that over 64% of adults are overweight or obese, and obesity-related conditions are on the increase.

The global population is growing and it will reach 9.7 billion by 2050. Our current food production methods are often outdated and unsustainable, without mentioning unethical.

We throw away 30% of the food we produce, we use meat and animal products as our main source of nutrition, and create too much packaging waste.

We are here to change the way people think about food

In short, we need a food that prioritises nutrition and does not generate lots of waste, that has minimal environmental impact but is convenient and doesn't break the bank.

We believe Huel can be a solution to this problem.

Huel is nutritionally complete, which means every meal contains a balance of protein, carbs, essential fats, fibre, plus all 26 essential vitamins and minerals, and phytonutrients.

Huel has a long shelf life and it uses very little packaging, so it creates very little waste, and being plant-based it has a much lower carbon footprint than animal products.

Plus, it's low in sugar, lactose-free (in fact it has zero animal products), it contains no nuts, soy, GMOs, or palm oil, and it is affordable - starts at only 16 kr for a 400-calorie meal. 

When, where, how to use Huel

Now we’re clear on the “why” you might ask when, where and how to use Huel. It’s simple, Huel is ideal for those time-pressured meals, when you’re on the go, in a rush, and away from the kitchen. Typically this means breakfast or lunch during the working week, leaving room to enjoy a more “traditional” meal with family and friends in the evening or at the weekend.

Find out below what our Hueligans have to say...

  • "Reduces my tendency to eat unhealthy food for lunch"
  • "Cheap, nutritious food, no more sandwiches and crisps for lunch"
  • “Huel has genuinely changed my life. I get to eat healthy, eat ethically, and save money.”
  • “It's easy, tasty, convenient and just fantastic. I get so much more done with Huel in my diet!”

What we believe in

Being supported by experts

Huel was formulated by Registered Nutritionist and Dietitian James Collier BSc (Hons), and approved by a number of dietitians and nutritionists globally. Here is what some other Registered Dietitians have to say...

  • "Real food is essential for me. Huel products have real ingredients like oats, coconut oil, pea protein and is easy to prepare to have on the go. Other products on the market often contain fillers and lack the phyto-chemicals that whole foods or a product like Huel provides." Michelle Meyer, fitness consultant
  • "Decades of research have supported adopting a plant-rich diet to increase longevity and enhance general well-being, and now we are all looking for ways to reduce our carbon footprint. Huel’s 100% vegan recipe will do both, while helping you to take control of your own eating habits." Sharon Palmer, author of the book “The Plant-Powered Diet”
  • "What I love about Huel is the versatility of the products. It provides a comprehensive nutrient profile with a balanced blend of macronutrients, along with the complete vitamin and mineral profile. It can be used as a meal for very active people and people with a busy schedule." Tavis Piattoly, founder and director of several companies devoted to sports and nutrition
  • "Time is my biggest commodity, but isn't it everyone's? I don’t always have time to cook a meal in the kitchen. As a cookbook author and working mother of three children, I too can get overwhelmed with the day. Still, I want complete nutrition in my meal and that’s my time for turning to Huel." Toby Amidor, bestselling author of numerous cookbooks

Being passionate about high product quality

All Huel products are carefully developed by a team of experienced Nutritionists and Product Development Specialists, and are produced using the best ingredients in facilities that meet the strictest quality standards.

All our facilities and equipment are held to the highest safety standards and regulations. So you can be sure you’ll be consuming top-quality nutrition.

Being affordable

Huel starts from only 16 kr per 400kcal meal.

Reducing food waste

All Huel products have a long shelf life, which allows us to reduce food waste to a minimum. Even the by-products of our raw materials are largely reused, reducing the food waste of our supply chain too.

Being environmentally friendly

Sustainability is at the heart of everything we do at Huel. Since our start in 2015 we focused heavily on how to help reduce food-related carbon emissions and food waste, as well as reducing animal cruelty.

Huel is 100% vegan, so it uses zero animal products. This means that it not only helps to reduce the impact on animals, but also carbon emissions.

Plus, Huel has a naturally long shelf-life, which means zero food waste, and it uses minimal packaging, to help further reduce waste.

    Our Culture. Don’t be a dick.

    We believe a strong and positive culture is vital for success. So we codified our rules of the game in the first few months after Huel was launched, printed and framed them. When we moved into our new office we went one step further and covered the whole wall with our values. 

    Meet the founder

    Hello, my name is Julian and I’m the Founder and CMO (Chief Marketing Officer) of Huel.

    Find out more about me on my bio page.

    I started Huel because I wanted to create something I was proud of.

    I wanted to create a business that did the right thing for the planet, for its staff, and most importantly for its customers. I wanted to create a brand that people would be proud to be associated with.

    Julian’s favourites 

  • Vanilla Huel Powder - 2 scoops, half a spoon of Azera coffee, ice, and cold water
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  • Chocolate RTD - sometimes with a little Mint-Chocolate Flavour Boost
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  • Coffee Caramel bar - yum
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  • Black Huel T-shirt (medium) - perfect fit, love it
    •
  • Dark Grey Hoodie (medium) - great fit, I wear mine almost every day

    •

    Meet the team and become a Hueligan

    We’re a tight-knit team of intelligent, hard-working and bloody lovely people who are passionate about making the world a happier, healthier, and better place.

    We are a team of over 100 people working in 4 offices across the USA, UK and Europe, and are always looking for additional exceptional talent.

    We are bold and not afraid to be different and take pride in what we do.

    If you would like to become a Hueligan you will find all open roles on our careers page.

    Behind the scenes - a quick tour of Huel HQ

    Learn more about Huel

    And that’s just "a little" about us! If you’re curious to find our more here are some places to find us...