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Fans call themselves ‘Hueligans’: how a powdered meal became a cult brand
With the launch of its first clothing range, founder Julian Hearn reflects on how Huel – which started out as a plant-based powdered meal company – is going from strength to strength
In 2012, Julian Hearn was mixing various powdered ingredients together in his Aylesbury kitchen. The results of those experiments have led to an annual turnover of more than £100m, with products that boast some of the most passionate and engaged customers of any nutrition product on the market. His own culinary upbringing, however, was a distant cry from what he would one day create for the masses.
“I grew up in a time when people did a lot more home cooking, you’d maybe have a takeaway once or twice a year back then,” says 50-year-old Hearn. Growing up, his favourite meal was his mum’s Sunday roast followed by homemade trifle. Today, he is co-founder and chief marketing officer at Huel, leading the way in converting new customers to the brand’s vegan, sustainable and nutritionally complete meals.
The people who get it are incredibly passionate
The clothing industry has lots of fundamental problems
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