Huel, a relatively young player in the CPG market, has carved out a unique niche within Europe.
Its core product is a nutritionally complete food powder, available in various flavours, and it is one of a new breed of CPG players that tap into younger consumers’ desire for healthy and sustainable foods as part of a fitness and wellbeing regime.
However, the company, founded in 2015 in Aylesbury in the UK, has already moved beyond its core product to now offer instant pasta meals and savoury pouches, offering a convenient hot meal option. It has also launched a range of protein and fibre bars for on-the-go snacking and has added plant-based protein powders and healthy drink mixes to complement the core product.
In fact, Huel’s focus on innovation and catering to dietary trends increasingly positions it as a leader in the emerging Convenient and Plant-Based (CPB) food category within CPG.
As a relatively new CPG player, Huel operates primarily as a D2C company, with a strong online presence across Europe. Its website serves as the primary purchasing platform, with international shipping capabilities. While its physical presence in retail stores remains limited, Huel has established partnerships with select health food stores and gyms in some European countries.
Currently, Huel operates in the UK and Ireland (its primary market, boasting the brand’s strongest presence), Germany and France, where it sees strong growth as consumers embrace health and wellbeing. It is also expanding into the Netherlands and Belgium.
Huel’s website serves as the central hub for product information, purchase and subscription options. It also leverages social media marketing and influencer collaborations to drive traffic to the online store. Limited retail partnerships offer some physical product availability, but D2C remains the dominant sales channel.
That said, part of Huel’s future expansion plans include securing partnerships with key retailers to increase physical product availability.
What makes Huel interesting in CPG is its pioneering of a new category, and it is already a frontrunner in the emerging CPB market. It has also been a pioneer of subscription selling, which encourages consumer loyalty and chimes with its demographic’s more digital-first approach to consumption. This also helps Huel foster a strong online community through social media platforms and ambassador programmes. This community engagement strengthens brand loyalty and fosters organic marketing.
Additionally, through bypassing traditional retail channels, Huel maintains control over its brand messaging, customer relationships and pricing strategies. This allows for a more personalised customer experience and higher profit margins.
This profile originally appeared in the RetailX Consumer Packaged Goods 2024 report. Download the full report for a look at the underlying market for CPG goods in Europe, how each part of the often complex supply chain has to change to meet these new demands and what that means for a raft of key players in the sector. Consumer goods will also be discussed at length during the brand new FMCG Instore & Ecommerce event on 10 June 2025. Find out more here.
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