Huel

Huel founder Julian Hearn

© Huel

Company News

Huel Expands into German Retail, Bats Off IPO Rumours

UK meal replacement brand Huel, whose founder Julian Hearn this week downplayed rumours of an IPO following a surge in sales, is to launch its “Smart Food” products onto the retail market in Germany. The brand famous for its plant-based nutrition drinks was valued at $560M in 2022 amid a $24 million investment round which included the actor Idris Elba, and reported sales of 270 million meals. Rumours of the company’s potential listing have circulated since 2021 and this week Hearn has noted to press that such a move would not be imminent due to current market conditions, despite the recent sales surge. German retail launch In Germany, the market for smart food has grown by around 200% to around 94 million euros in the …

more

Actor Idris Elba and Huel CEO James McMaster

Actor Idris Elba & Huel's CEO James McMaster © Huel
Investments & Finance

Huel Raises €24M in Funding Round Backed by Idris Elba & Other Celebrities

Nutritionally complete food specialist Huel has raised €24 million in a funding round to continue its mission of providing sustainable nutrition for all. The new investment will support the company’s R&D, product innovation, online and retail scale-up, and international expansion focused on the US market. Highland Europe led the round, joined by a group of celebrity investors including actor Idris Elba and his wife Sabrina Dor Elba (both UN Goodwill Ambassadors). Other participants included TV presenter Jonathan Ross and Grace Beverley, CEO of sustainable activewear brand TALA. The new investment gives the company a valuation of over €540 million. James McMaster, CEO of Huel, said, “Highland Europe has been a strong backer for our business in the last four years, and we’re delighted about the extra …

more

James McMaster – CEO at Huel

© Huel
Interviews

Huel: “Vegan Supplements Meet the Demands of the Time”

When it comes to dietary supplements, many consumers think of vitamin pills or tasteless protein shakes for bodybuilders. But the start-up Huel proves that dietary supplements can also be balanced, fast-acting and, above all, healthy. The international team produces “healthy nutrition in powder form”, which is very much in line with current trends. This was reason enough for us to interview James McMaster about the concept and its advantages.

more