British Meal Powder Import Claims U.S. Market Success

A British company whose mission three years ago was to create a “nutritionally complete, convenient, affordable food” with minimum environmental impact, says its plant-based powdered meals are succeeding in the U.S. because they are clean label, healthful, and help eliminate food waste and hunger. Huel claims to have sold more than 17 million meals – $10 million in sales – since its debut here last summer. The company says its product is not a supplement like other powders, but a complete food that contains all the proteins, carbs and fats needed in addition to 100 percent of the FDA's "Daily Values" of all 27 essential vitamins and minerals. Huel blends oats, pea protein, flaxseed, brown rice protein, medium-chain triglycerides (MCTs) from coconut, and other ingredients. The powder sells for $66 for two bags (28 meals total, 14 per bag, only $2.36/meal). [Image Credit: © Huel]