“Why overcomplicate nutrition?” Huel co-founder and CEO on market potential of complete meal replacements

As published on NutritionInsight.com.

“People overcomplicate nutrition; it’s not rocket science. For the lay consumer, getting your nutrition right needn’t be that hard.” This is according to nutritionist James Collier, co-founder of Huel, a meal replacement brand currently seeing huge growth in Europe and the US. Launched three years ago, the company is reportedly one the fastest growing companies in the UK, with revenues of over £14 million (US$18.6 million) in 2017. 

The “nutritionally-complete” powder contains a blend of oats, pea protein, flaxseed, brown rice protein, MCTs from coconut, sunflower lecithin, vitamins and minerals, vanilla flavor and a sweetener. At a cost of US$2.35 per 500-calorie meal, Huel aims to provide nutritionally complete meals with all the essential vitamins, minerals, protein, fiber and healthy fats individuals need.

I spoke with James McMaster, Huel CEO, and James Collier, who founded Huel with Julian Hearn, about the brand’s audience, formulation challenges and the next steps.

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