# Huel

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/huel

- Industry: Food
- Headquarters: Brooklyn, US
- Website: www.huel.com
- Total disclosed funding: $22M
- Latest round: Series B (Oct 14, 2022)
- Investors on record: 1

## About

Huel Limited, based in the UK, specializes in nutritionally complete meal products, providing health-conscious consumers with convenient solutions for balanced diets through a variety of formulations.Huel Limited, founded in 2015 in the UK, operates as a provider of meal replacement products aimed at delivering essential nutrients. The company was co-founded by James Collier, Julian Hearn, and is currently led by CEO James McMaster. Huel is primarily known for its range of nutritionally complete meal products designed to provide all essential nutrients needed for a balanced diet. The company offers various formulations, including powdered meals, ready-to-drink meals, and hot meals, all of which are 100% vegan and made from natural ingredients. Core offerings include the Black Edition, a high-protein meal powder; Essential, the most affordable complete meal; and Superblend, which combines superfoods into an all-in-one meal solution. Additionally, Huel provides nutrition bars, snacks, and daily greens powders aimed at enhancing overall health and wellness. The products cater to health-conscious consumers looking for convenient, nutritious meal options in diverse geographical markets, including North America, Europe, and parts of Asia.In the most recent fiscal year, Huel reported a revenue of GBP 269,489,439.7 and an EBITDA of GBP 19,871,222.2. Huel generates revenue through direct-to-consumer sales, subscription services, and partnerships with retailers and wholesalers. The company offers a subscription model that allows customers to receive regular deliveries of their favorite products at a discounted rate, enhancing customer retention and encouraging repeat purchases. Additionally, Huel's flagship products, such as the Black Edition and Essential meal powders, contribute to a robust pricing structure that supports its operational strategies. In March 2026, Danone S.A. agreed to acquire Huel Limited from Highland Europe and Morgan Stanley Investment Management for EUR 1 billion.

## Funding rounds

- Series B, Oct 14, 2022, $22M — Highland Europe

## Investors

- Highland Europe (https://capitalatlas.ai/funds/highland-europe) — Series B