Huel shifts focus from powdered food to cereal with new granola

UK-based powdered food producer Huel has expanded into the breakfast cereal category with the launch of Huel granola.

The brand said it is responding to the “huge consumer demand” for lower sugar alternatives of mainstream food products – Huel’s granola contains 9% sugar coming from natural sources.

Formulated by nutritionist James Collier, the granola is available in two flavours – original and berry – and is primarily targeted at millennials, who pay increasing attention to ingredients lists on food labels.

Carefully selected ingredients are blended together to make the granola clusters, producing a product that is high in protein, fibre and 100% vegan.

Huel co-founder Julian Hearn said: “Huel is a brave and innovative brand that allows consumers to enjoy food in a new way. Following the success of Huel and Huel bars, it made sense to diversify our product portfolio with a new innovation.

“We worked hard to produce a product that contained all the elements of Huel that people loved, further a product that could be enjoyed at any time of day.

“Our Huel granola is the world’s first nutritionally complete cereal, which provides all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients.”

The launch of Huel Granola comes two months after Huel named James McMaster as its new CEO. McMaster came on-board to support Hearn on his global ambitions for the company as it moved from a start-up to an international business.

Since launching in 2015, Huel has sold over 10 million meals worldwide and launched into three new territories in 2017 (Germany, USA and Sweden). Hearn puts the success of Huel down to the company’s continued innovation, convenience and affordability of the product.

Last year, the brand expanded its line of powdered food with a range of Flavour Pouches.

Huel granola is available online with a recommended retail price of £4.75.