Huel makes nutritionally complete food: drinks, bars, instant meals and protein products. Serial entrepreneur Julian Hearn and James Collier founded the brand in 2015, and chief executive James McMaster joined two years later. In 2018, the Hertfordshire firm raised £20m from investor Highland Europe to launch new products and drive international growth. Huel has sold more than 200m meals to over 100 countries, and sales passed the £100m mark last year, when it generated adjusted EBITDA profits of £2m.