21.06.2018 15:22:00

New Category of Food Cleans Up American Diets

NEW YORK, June 21, 2018 /PRNewswire/ -- Huel, the increasingly popular U.K.-based meal solution, has broken through the food clutter with a new category of complete food – that capitalizes on America's growing commitment to clean, plant-based foods with fewer ingredients. In only three years since Huel set out on this mission, they have sold over 17 million meals – enough to feed New York City, Los Angeles and Chicago combined! In a competitive powdered meal replacement category, what has fueled their success?

Huel, the Revolutionary Complete Food, Reaches $10 Million in Sales 
in its First Year in the US

"I think Huel set itself up for success by turning shared global values into a solution-based brand," explains Julian Hearn, Huel Founder. "The Huel brand is committed to making a nutritionally complete, convenient, affordable food, with minimum impact on the environment and animals. It's the mission statement; it is why we are in business."

Huel shares the values of U.S. consumers and public health experts. It is estimated that 30 percent of all food in the U.S. is thrown away. Juxtapose food waste with the estimate that the world currently produces one and a half times the amount of food needed to feed every person on the planet, yet more than 800 million people still do not have enough food. Add in the staggering number of adults in the U.S. who are overweight or obese (~69%) and the rise in obesity-related conditions – and something needs to give. Thus, the brand's strategy has been to take action. Huel takes a responsible food manufacturing approach to minimize food waste, reduce its environmental impact and use only humane and sustainably-sourced ingredients.

"Huel offers a great way for consumers to make a difference and take control of their own health," says plant-powered dietitian, Sharon Palmer. "Decades of research have supported adopting a plant-rich diet to increase longevity and enhance well-being, and now we are looking for ways to reduce our carbon footprint. Including Huel's 100% vegan recipe in a healthy, plant-based lifestyle can help do both."

What gives Huel its nutrition edge? First, unlike other powdered meal replacements, Huel is a complete food. Most powders are truly supplements – adding nutrients to fill gaps in the diet. Huel contains all the proteins, carbs and fats you need, plus at least 100% of the FDA's "Daily Values" of all 27 essential vitamins and minerals. This is achieved through a chosen blend of Oats, Pea Protein, Flaxseed, Brown Rice Protein, MCTs from Coconut, Sunflower Lecithin, a bespoke Vitamin and Mineral Blend, Vanilla Flavor and a Sweetener.

"Experiencing such success in the U.S. market has reinvigorated our company," says CEO James McMaster. "With $10 million in sales for the first year, Americans have shown their dedication to brands with an ethical foundation and responsibly-sourced ingredients that nourish the body and protect the planet."

Huel Powder sells for $66 for two bags (28 meals total, 14 per bag, only $2.36/meal) and is available for purchase on Huel.com and Amazon. Original and Gluten-Free varieties are available in both Vanilla and Unflavored/Unsweetened options. Huel Flavor Boosts are $9/packet for 75 servings, and come in Strawberry, Banana, Chocolate, Cappuccino and Chocolate Mint. To learn more about Huel, please visit Huel.com.

About Huel
Huel is on a mission to provide convenient, affordable, and environmentally-friendly food. Huel is a vegan, gluten-free, and GMO-free nutritionally complete food from Founder Julian Hearn and renowned nutrition expert/co-founder James Collier (BSc Hons, Registered Nutritionist). The two flavors—Vanilla (an oaty, light vanilla taste) and Unflavored & Unsweetened (flavor and sweeten to taste)—are high in protein (148g per 2000 calories) and fiber (35g), with just 4.6 grams of sugar per 2000 calories (no added sugar). Huel requires minimal packaging, and has a shelf-life of 12 months to help minimize food waste.

Media Contact:
Alexandra Oppenheimer
Pollock Communications

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