What the hell is Huel doing so right?

Even if you’re not a nutrition expert, you’ve probably seen Huel pop up on your social media feeds, in influencer reviews, or maybe even in conversations about quick and healthy meals.

Well, that’s exactly what Huel is all about. Founded in 2015 by Julian Hearn, the company’s mission statement is simple – “to make nutritionally complete, convenient, affordable food, with minimal impact on the environment.”

From a small startup to a leading health brand, here’s how Huel has made a name for itself in the meal replacement industry.

Meeting a market demand

We all know the importance of eating nutritious meals. The problem is, given how hectic life can get, people often don’t have the time to prepare them, leading them to opt for fast food or unhealthy snacks. After all, nearly two-fifths of UK adults said they wished they could spend more time in the kitchen, with healthy eating being the main motivation for cooking.

“It’s quite bizarre how nearly every single foodstuff in the supermarkets is prioritised for the wrong reason,” Hearn commented. “The fundamental purpose of food is to provide nutrition. You cannot live your life if you don’t have the correct nutrition.”

It was obvious there was a clear gap in the market for people who needed quick and convenient meal options but still wanted balanced nutrition. With this in mind, Huel set out to develop a range of products made with plant-based ingredients, including protein powders, ready-made drinks, and nutrition bars.

And it’s fair to say that the products were a hit. As of November 2023, Huel has sold more than 300 meals globally. It also generated £214 million in revenue in July 2024, a 16% increase from the previous year.

Strong sustainability values

Sustainability is one of Huel’s primary core principles, achieving a B-Corp certification in 2023 for its sustainability and ethical practices.

With a strong focus on plant-based ingredients and eco-friendly practices, Huel resonated with consumers who care about sustainability and ethical sourcing, and its low environmental impact was a key selling point as well. 

However, its sustainability progress was disrupted when it was reported that its products contributed 42% more carbon emissions in 2024 compared to the previous year – equalling 3.1 tonnes of carbon for every million pounds in revenue. The company claimed this was due to “the heightened travel” as it expanded into more multi-geographical operations.

Still, Huel embeds its core values into its operations with its goal to limit global warming to 1.5 degrees, claiming that its meals contribute 50% less carbon footprint than the average US meal. It also says there is less than 500g CO2 in each of its products.

“We’ve got massive knowledge about the fields where our ingredients originate,” James McMaster, CEO of Huel stated. “We visit all the companies we buy from, and we make sure they’re ethical, make sure the taste is right, make sure the carbon footprint is as low as it can be. I think our innovation and how we do new product development is probably our strongest asset as a business.”

Strong branding and messaging

Marketing and branding are the backbone of any successful business – it’s how you stand out, connect with your target audience, and build trust that keeps customers coming back. 

Huel’s simple yet effective branding, combined with its strong message of “The Future of Food”, set it apart from other health and nutrition products – appealing to health-conscious individuals looking for a practical, no-nonsense meal. 

Its effective use of social media has enabled Huel to build a strong community, engage directly with customers and build a brand that’s perceived as down-to-earth and relatable. 

But how did they do it? We’ll break down their winning strategy below.

Relatable content

Huel’s content is relatable, fun and often humorous. Through its user-generated content, success stories and lighthearted takes on common food struggles, Huel has been able to connect with its audience on a personal level.

Huel’s relatable content in particular is a significant part of its social media success, as it’s proven to be an effective way for businesses in general to engage with their customers. In 2023, 46% of social media marketers used relatable content for the first time, while 61% of consumers say that brands with relatable personalities are the most appealing to them. 

Effective use of influencers

Huel leverages influencer marketing by teaming up with fitness and wellness influencers that match the brand’s values. These partnerships help the company reach more people while staying authentic and trustworthy, as the influencers genuinely use and believe in the product.

63% of shoppers say they’re more likely to buy a product if it’s recommended to them by an influencer. However, Huel understood the importance of choosing the right people to represent its brand. After all, an influencer who aligns with brand values and resonates with the target market will be able to connect with their followers more effectively.

Educational and transparent approach

Educational content makes consumers 131% more likely to buy a product, as it builds trust and helps them make informed decisions. When brands offer useful information, they’re able to position themselves as experts, making people feel more confident in their purchasing choices.

So while Huel’s marketing content can be fun and lighthearted, it also educates its customers about the importance of balanced nutrition and sustainability. Through blogs, videos, and social media posts, Huel offers detailed information about the nutritional content of its products and its environmental efforts. This helps them gain customer trust, showing that it cares about both their health and the planet.

Innovative marketing campaigns

Standing out can be tricky, and many businesses have struggled to do so. Even 30 of the UK’s most valuable brands have seen their value decline by 7% due to being unable to differentiate themselves from competitors.

So, how did Huel stand out with its marketing campaigns?

Innovation. 

A prime example is its “Sound of Huel” campaign, which cleverly used audio branding to develop a distinctive sound that resonated with the brand’s values of convenience, nutrition, and sustainability. These sets included product sounds that blended “human” sounds with electronic ones (e.g. synths and percussion), sounds related to preparing Huel (e.g. scooping the powder, opening the bag and shaking the ice), and three brand tracks.

The concept was inspired by the idea that food isn’t just something we eat but also something we experience through all our senses. The success of the campaign helped reinforce Huel’s innovative and modern image, while also setting them apart from competitors by leveraging something that hadn’t been widely used in the industry.

Direct-to-consumer (DTC) consumer model

The use of direct-to-consumer (DTC) models has grown significantly in recent years, with DTC commerce growing from 5% to 27% in 2023. Meanwhile, 64% of shoppers worldwide now prefer to purchase directly from a brand’s website.

Huel’s own DTC model has been a key factor in its success. By selling primarily through its website and a few select retailers, Huel is able to bypass traditional retail channels and connect directly with customers.

This also allows Huel to cut out the middleman, so it can maintain full control over its branding and customer experience. This means it can keep prices competitive and offer perks like subscriptions or special promotions directly to its customers.

Moreover, this approach gives Huel valuable consumer insights, as it helps in tailoring products and marketing to meet customer needs. Not only does this mean it can adapt quickly to feedback, but it also encourages more personal engagement, in turn building stronger loyalty in customers. All in all, this model has helped Huel stay flexible, creative and closely connected with its growing community.

Conclusion

Huel has managed to carve out a strong niche for itself in the meal replacement industry by staying true to its values of convenience, nutrition and sustainability. With a good mix of relatable content, influencer partnerships and educational marketing, Huel has successfully built a loyal customer base and positioned itself as a forward-thinking brand.

As the brand keeps growing, it’s clear that Huel’s approach to business is setting the stage for long-term success.