Huel Ltd. is a British company that makes plant-based meals, snacks, drinks, and food supplements.[1][2][3] The head office is in Tring, Hertfordshire.[4]
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.[5]
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,[6] with the intention of providing the recommended daily amounts (RDAs) of nutrients as stipulated by the European Food Safety Authority.[7]
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. Black Edition was released in December 2019; it contains 50% fewer carbohydrates and 33% more protein than the original Huel powder, and is sweetened with stevia and organic coconut sugar, instead of artificial sweetener.[8] Huel added Daily Greens in 2023: a super greens powder supplement containing antioxidants, phytonutrients, adaptogens and plant-based proteins through 91 vitamins, minerals and whole food-sourced ingredients.[9]
In 2016 Huel began delivering to the rest of Europe[10] and by June 2017, it became available in the United States.[11] 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.[12]
In 2023, Huel reported a 28% increase in revenue year-on-year, reaching £184.5 million for the 12 months to 31 July 2023.[13] In 2024, Huel surpassed £200 million in revenue for the financial year ending 31 July 2024, tripling its profit compared to the previous year.[14] Alongside its financial growth, Huel achieved B Corp certification in 2023, meeting strict social sustainability and environmental performance standards. The company also became a partner of Tony's Open Chain, an initiative promoting ethical cocoa sourcing.[15]
In 2025, a study by Consumer Reports found high levels of lead and cadmium in Huel products. They found a single serving of Huel Black Edition contained 6.3 micrograms of lead and 9.2 micrograms of cadmium.[16][17]
In March 2026, it was reported that Huel will be acquired by Danone, in a deal valuing the company at €1 billion.[18]
In February 2023, the British Advertising Standards Authority (ASA) 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.[19][20]
In August 2024, the ASA banned another Huel advertisement by Steven Bartlett due to undisclosed company affiliations.[21][22]
