{"id":46210,"date":"2018-09-28T00:26:18","date_gmt":"2018-09-27T23:26:18","guid":{"rendered":"https:\/\/startups.co.uk\/young-guns\/?p=46210"},"modified":"2021-05-24T09:58:11","modified_gmt":"2021-05-24T08:58:11","slug":"james-mcmaster-huel","status":"publish","type":"post","link":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/","title":{"rendered":"James McMaster: Huel"},"content":{"rendered":"

James McMaster, 35
\n<\/strong>Company: <\/strong>Huel
\n<\/strong>Web:<\/strong> huel.com<\/a><\/u><\/p>\n

It’s a question that’s boggling the minds of scientists from Moscow to Melbourne. How does our society feed itself without ruining the environment around us?<\/p>\n

Huel is aiming to find a solution to this existential issue. The company, run by 35-year-old CEO James McMaster, offers nutritionally complete and affordable liquid meals which protect animals and the environment.<\/p>\n

Huel was founded by serial entrepreneur Julian Hearn in 2015 and its flagship product is a powder comprised of oats, pea protein, flaxseed, brown rice protein and coconut, specifically designed to provide a nutritionally complete meal which is 100% vegan – and costs just £1.63 at the checkout.<\/p>\n

The product ensures zero food waste and uses far less packaging than alternative products, a particular benefit in a country which throws around a third of all its food away.<\/p>\n

Huel’s powder, which takes just minutes to prepare, has particular benefits for busy, time-poor professionals, but the City certainly isn’t the limit: in fact its ultra-healthy blend of ingredients appeals to consumers far beyond the corporate space.<\/p>\n

Huel has only just turned three years old but already it’s sold 25 million meals. Even more impressively, it has managed to crack the daunting US food market, and turned over $10m in its first year of business on the other side of the Atlantic.<\/p>\n

Now, it is targeting annual revenues of over £40m in 2018 and a future valuation of £1bn, propelled by expansion into new markets, nutrient bars and cereal products.<\/p>\n

Yet the operation will retain its start-up vigour; Huel’s staff are more like a tribe, a bunch of ambitious professionals known as ‘Hueligans’ who happily don the company’s clothing to work every day. It’s an invigorating atmosphere, one which is perfectly attuned to Huel’s vibrant, health-conscious vision.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

James McMaster, 35 Company: Huel Web: huel.com It’s a question that’s boggling the minds of scientists from Moscow to Melbourne. How does our society feed itself without ruining the environment around us? Huel is aiming to find a solution to this existential issue. The company, run by 35-year-old CEO James McMaster, offers nutritionally complete and […]<\/p>\n","protected":false},"author":91134,"featured_media":46262,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[234],"tags":[],"class_list":["post-46210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-class-of-2018"],"acf":[],"yoast_head":"\nJames McMaster: Huel - Young Guns class of 2018<\/title>\n<meta name=\"description\" content=\"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"James McMaster: Huel - Young Guns class of 2018\" \/>\n<meta property=\"og:description\" content=\"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer\" \/>\n<meta property=\"og:url\" content=\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\" \/>\n<meta property=\"og:site_name\" content=\"Young Guns by Startups.co.uk: Start up a successful business\" \/>\n<meta property=\"article:published_time\" content=\"2018-09-27T23:26:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-24T08:58:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"390\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Henry Williams\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Henry Williams\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\"},\"author\":{\"name\":\"Henry Williams\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b\"},\"headline\":\"James McMaster: Huel\",\"datePublished\":\"2018-09-27T23:26:18+00:00\",\"dateModified\":\"2021-05-24T08:58:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\"},\"wordCount\":306,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg\",\"articleSection\":[\"Class of 2018\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#respond\"]}],\"copyrightYear\":\"2018\",\"copyrightHolder\":{\"@id\":\"https:\/\/startups.co.uk\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\",\"url\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\",\"name\":\"James McMaster: Huel - Young Guns class of 2018\",\"isPartOf\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg\",\"datePublished\":\"2018-09-27T23:26:18+00:00\",\"dateModified\":\"2021-05-24T08:58:11+00:00\",\"author\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b\"},\"description\":\"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer\",\"breadcrumb\":{\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage\",\"url\":\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg\",\"contentUrl\":\"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg\",\"width\":640,\"height\":390,\"caption\":\"Huel\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/startups.co.uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Young guns\",\"item\":\"https:\/\/startups.co.uk\/young-guns\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Alumni\",\"item\":\"https:\/\/startups.co.uk\/young-guns\/alumni\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Class of 2018\",\"item\":\"https:\/\/startups.co.uk\/young-guns\/alumni\/class-of-2018\/\"},{\"@type\":\"ListItem\",\"position\":5,\"name\":\"James McMaster: Huel\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/#website\",\"url\":\"https:\/\/startups.co.uk\/young-guns\/\",\"name\":\"Young Guns by Startups.co.uk: Start up a successful business\",\"description\":\"The UK's No.1 starting a business resource\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/startups.co.uk\/young-guns\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b\",\"name\":\"Henry Williams\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g\",\"caption\":\"Henry Williams\"}}]}<\/script>\n","yoast_head_json":{"title":"James McMaster: Huel - Young Guns class of 2018","description":"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/","og_locale":"en_GB","og_type":"article","og_title":"James McMaster: Huel - Young Guns class of 2018","og_description":"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer","og_url":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/","og_site_name":"Young Guns by Startups.co.uk: Start up a successful business","article_published_time":"2018-09-27T23:26:18+00:00","article_modified_time":"2021-05-24T08:58:11+00:00","og_image":[{"width":640,"height":390,"url":"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg","type":"image\/jpeg"}],"author":"Henry Williams","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Henry Williams","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#article","isPartOf":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/"},"author":{"name":"Henry Williams","@id":"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b"},"headline":"James McMaster: Huel","datePublished":"2018-09-27T23:26:18+00:00","dateModified":"2021-05-24T08:58:11+00:00","mainEntityOfPage":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/"},"wordCount":306,"commentCount":0,"image":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage"},"thumbnailUrl":"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg","articleSection":["Class of 2018"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#respond"]}],"copyrightYear":"2018","copyrightHolder":{"@id":"https:\/\/startups.co.uk\/#organization"}},{"@type":"WebPage","@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/","url":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/","name":"James McMaster: Huel - Young Guns class of 2018","isPartOf":{"@id":"https:\/\/startups.co.uk\/young-guns\/#website"},"primaryImageOfPage":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage"},"image":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage"},"thumbnailUrl":"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg","datePublished":"2018-09-27T23:26:18+00:00","dateModified":"2021-05-24T08:58:11+00:00","author":{"@id":"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b"},"description":"How do we feed ourselves without damaging the planet for future generations? Huel\u2019s liquid meals - comprised of oats, pea protein, flaxseed, brown rice protein and coconut - may provide the answer","breadcrumb":{"@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#primaryimage","url":"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg","contentUrl":"https:\/\/images.startups.co.uk\/wp-content\/uploads\/sites\/4\/2018\/09\/26165656\/Huel-James.jpg","width":640,"height":390,"caption":"Huel"},{"@type":"BreadcrumbList","@id":"https:\/\/startups.co.uk\/young-guns\/james-mcmaster-huel\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/startups.co.uk\/"},{"@type":"ListItem","position":2,"name":"Young guns","item":"https:\/\/startups.co.uk\/young-guns\/"},{"@type":"ListItem","position":3,"name":"Alumni","item":"https:\/\/startups.co.uk\/young-guns\/alumni\/"},{"@type":"ListItem","position":4,"name":"Class of 2018","item":"https:\/\/startups.co.uk\/young-guns\/alumni\/class-of-2018\/"},{"@type":"ListItem","position":5,"name":"James McMaster: Huel"}]},{"@type":"WebSite","@id":"https:\/\/startups.co.uk\/young-guns\/#website","url":"https:\/\/startups.co.uk\/young-guns\/","name":"Young Guns by Startups.co.uk: Start up a successful business","description":"The UK's No.1 starting a business resource","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/startups.co.uk\/young-guns\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/startups.co.uk\/young-guns\/#\/schema\/person\/f734f36832f19f0ea67fdbd3c141ba8b","name":"Henry Williams","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0a44560371a329d85a1acedfd5841ace622c099f45d600d34b8812b34570df33?s=96&d=mm&r=g","caption":"Henry Williams"}}]}},"_links":{"self":[{"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/posts\/46210","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/users\/91134"}],"replies":[{"embeddable":true,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/comments?post=46210"}],"version-history":[{"count":0,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/posts\/46210\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/media\/46262"}],"wp:attachment":[{"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/media?parent=46210"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/categories?post=46210"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/startups.co.uk\/young-guns\/wp-json\/wp\/v2\/tags?post=46210"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}