About Huel

Huel (Human + Fuel) is nutritionally complete food. This means every Huel meal contains a balance of all 27 essential vitamins and minerals, protein, essential fats, carbs, fiber 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 sustainable ingredients like oats, peas, rice, flaxseed, coconut, and sunflower, and it is available in a range of products:

US product range

As featured in...

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


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 our meals with whole foods, and have the knowledge to ensure we're getting the complete nutrition we need. But we know this is not always possible. When people are on the go or in a rush, they often resort to quick, unhealthy "junk food"—think snacking on a bag of chips or a chocolate bar or grabbing a sandwich or a cheeseburger for lunch. Sadly, all this food is optimized for taste over nutrition, which is the essential value of food.

The mass food industry uses cheap tricks to make junk food addicting. It’s calorie-rich from empty carbs and processed oils and then filled with excess sugar and salt for flavor. This food is designed to be craveable, and the result is that we over consume it. Now, over 64% of adults are overweight or obese, and many suffer from obesity-related diseases, like diabetes and heart disease.

With the global population predicted to reach 9.7 billion by 2050, our current food production methods are often outdated and unsustainable, not to mention unethical.

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

We are here to change the way people think about food

In short, we need a food that prioritizes nutrition, does not generate lots of waste, and has minimal impact on the environment. But we also need it to be convenient and affordable.

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, fiber, plus all 27 essential vitamins and minerals, and phytonutrients.

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

Plus, Huel is low in sugar and lactose-free (in fact it has zero animal products). It contains no GMOs, or palm oil, and it is affordable. Starting at only $1.52 for a 400-calorie meal, it costs much less than a latte.

When, where, how to use Huel

It’s simple: Huel is ideal for when you’re pressured for time, 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 on 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 drive-throughs 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

A team of experienced Nutritionists and Product Development Specialists develop all Huel products 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 at only $1.52 per 400kcal meal.

Reducing food waste

All Huel products have a long shelf life, which allows us to keep 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

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

Plus, 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 we launched Huel, then printed and framed them. When we moved into our new office, we went one step further and covered the entire 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 favorites

  • Vanilla Huel Powder—2 scoops, half a spoon of instant coffee, ice, and cold water
  • Chocolate RTD
  • Chocolate Caramel bar—yum
  • Black Huel T-shirt (medium)—perfect fit, love it

  • 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 US, 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 out more, here are some places to find us...

    Please log in to your store account

    To share with your friends, log in is required so that we can verify your identity and reward you for successful referrals.

    Log in to your account If you don't have a store account, you can create one here

    Check out why Hueligans love us on @huel

    Share your #huel moments

    Join our VIP list

    Never miss out on new products, exclusive offers, and more when you join the Huel mailing list.

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. You can unsubscribe at any time. Huel Privacy Policy