“The food industry is full of people trying to convince you their product tastes delicious, regardless of what your taste buds might say. Julian Hearn isn’t one of them,” says Alex Lawson in the Evening Standard. “Hueligans” extol the virtues of Hearn’s powdered food with evangelical zeal, even while mostly agreeing that it doesn’t taste that great. The product, Huel, is a “complete meal” designed on a spreadsheet to meet the body’s energy and nutritional needs to replace breakfast or lunch for the time-poor.
You might think that its flagship product – a powder mixed with water that contains flaxseed, oats, sunflower, coconut, peas, rice and a vitamin blend – risks taking the joy out of eating. But Hearn thinks there’s a big difference between “functional” food and “entertainment” food. The powder is “never going to compete with a Sunday roast or a Saturday night meal out”, he admits. “We have never said people should eat Huel for every meal, but when it comes to competing with cereal or toast at breakfast or a sandwich at lunchtime, we think it goes head to head.” Plenty of people agree with him, says Lawson: sales are growing at 50% each year, hitting £60m in 2019. Hearn expects to make a profit this year.
Subscribe to MoneyWeek
Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE
Sign up to Money Morning
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
-
How does the Lifetime ISA work? Key LISA rulesWhat is a Lifetime ISA (LISA) and how much could the government bonus boost your savings by? We look at the perks and the pitfalls.
-
AJ Bell: a fine British fintech going cheapOpinion Don’t overlook investment platform AJ Bell, a significantly undervalued British business with an excellent financial base
-
Trapped in a time of zombie governmentIt’s not just companies that are eking out an existence, says Max King. The state is in the twilight zone too.
-
America is in deep denial over debtThe downgrade in America’s credit rating was much criticised by the US government, says Alex Rankine. But was it a long time coming?
-
Bank of England raises interest rates to 5.25%The Bank has hiked rates from 5% to 5.25%, marking the 14th increase in a row. We explain what it means for savers and homeowners - and whether more rate rises are on the horizon
-
UK inflation remains at 8.7% ‒ what it means for your moneyInflation was unmoved at 8.7% in the 12 months to May. What does this ‘sticky’ rate of inflation mean for your money?
-
VICE bankruptcy: how did it happen?Was the VICE bankruptcy inevitable? We look into how the once multibillion-dollar came crashing down.
-
Would a food price cap actually work?Analysis The government is discussing plans to cap the prices of essentials. But could this intervention do more harm than good?
-
What is Warren Buffett’s net worth?Warren Buffett, sometimes referred to as the “Oracle of Omaha”, is considered one of the most successful investors of all time. How did he make his billions?
-
What is Rihanna's net worth?Features Rihanna's net worth came mainly from her music in her early days of fame. Now, she's an actress and has her own cosmetics brand. So, how much is she worth?
