Huel’s nutritionally complete ready-to-drink meal will roll out into 500 Sainsbury’s stores in the UK.
This is the first time the nutrition brand will establish sales presence with a supermarket. The listing is part of Sainsbury’s ‘future brands’ initiative that is seeking out ‘disruptor brands’.
Huel ready-to-drink is a nutritionally complete meal in a bottle. Each bottle contains a balanced macronutrient split of protein, carbohydrates, fibre and fats needed on a daily basis plus at least 100% of all 26 essential vitamins and minerals based on a 2,000kcal intake per day.
It has less than 5g of sugar per bottle, is gluten-free, GMO-free, soy free and suitable for vegans. The bottles are 100% recyclable and made from 25% recycled plastic.
Huel CEO, James McMaster says: “Part of Huel’s mission is to provide nutritionally convenient food so it is only fitting that we explore retail opportunities as we continue to grow. We’re thrilled to be partnering with Sainsbury’s as we launch into retail. The Future Brands range establishes the supermarket’s mission to respond to consumer preferences with unique and innovative offerings and we’re excited to be part of this initiative.”