Described as the 'Future of Food,' Huel's mission is to make nutritionally complete, convenient, affordable food, with minimum impact on animals and the environment. The UK-based brand was co-founded in 2015 by entrepreneur Julian Hearn, and renowned nutrition expert James Collier. The brand is Europe's number one complete nutrition brand and the fastest-growing nutrition brand in the world today, selling over 1.5 million meals per month. Being nutritionally complete means each product contains the recommended balance of protein, carbohydrates, fibre and fats, plus at least 100% of the European Union's Daily Recommended Amounts of all 26 essential vitamins and minerals and all of the US' 27 essential vitamins and minerals. Along with the seven variations of the Huel powder (including a gluten-free option), Huel has launched a number of nutritionally complete products.