Huel, the UK’s fastest-growing nutrition brand, will establish sales presence within retail giant Sainsbury’s, with ready-to-drink meals rolling onto supermarket shelves for the first time.
Since launching in 2015, Huel has proved year-on-year success with their direct-to-consumer business model, generating annual sales of £40m and selling over 50 million meals. Despite the brand’s strong e-commerce offering, Huel is predicting that the move to brick and mortar will only help widen awareness with new audiences and continue ongoing growth.
With nearly a quarter of Brits skipping breakfast every day, the heavily awaited High Street expansion is set to revolutionize the way consumers purchase grab-and-go meal options. Nutritionally complete Huel Ready-to-drink was unveiled at the end of last year, providing time-poor professionals, parents, and commuters with a healthier meal option while on the go.
Being nutritionally complete means that each bottle contains the ideal macronutrient split of protein, carbohydrates, fiber, and fats, plus at least 100% of the European Union’s daily recommended amounts of all 26 essential vitamins and minerals based on a 2,000-calorie intake per day. With the average Brit consuming just half the recommended intake of 30 grams of fiber a day, Huel RTD contains at least 19% of daily fiber needs.
Huel CEO James McMaster says, “Part of Huel’s mission is to provide nutritionally complete food. On many occasions, food is an impulse-led purchase. Exploring retail opportunities with select partners as we grow will help Huel be more available for those on the go missions. When we launched the ready to drink version we always knew it would open up conversations about going into stores, as it is more convenient than our powder range.”
Huel will launch into Sainsbury’s stores throughout September with Huel Ready-to-drink. Selfridges, WeWork Southbank, and Harvey Nichols Knightsbridge also make up Huel’s retail portfolio.