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British Meal Replacement Company Huel Launches RTD Protein Beverage In U.S.

November 28, 2018: 12:00 AM EST
U.K. meal replacement marketer Huel, whose products launched in the U.S. in 2017, has entered the RTD protein market with the debut of a fully recyclable 16.9-ounce bottle. The products come in vanilla and berry flavors, each containing 20 grams of plant-based protein, available online on December 28. Huel’s line of powdered meal replacements contain oats, pea protein, flaxseed, brown rice protein, MCTs from coconut, sunflower lecithin, and 27 minerals and vitamins. The company received its first external investment of $26 million from growth equity firm Highland Europe to “accelerate growth” by expanding its product portfolio and entering new markets. Huel reached $10 million in sales as of June 2018, its first year in the U.S.
Mary Ellen Shoup , "Huel ups convenience factor with RTD beverage launch ", FoodNavigator-USA , November 28, 2018, © William Reed Business Media Ltd
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