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Huel enters traditional retailer FMCG market with Sainsbury’s

Huel Ready-to-drink in Chocolate and Vanilla is now available in Sainsbury’s stores around the UK.

The base product, Huel Powder, is intended to provide all of the human body’s nutritional needs if switching to a diet completely based on the product.

Previously, it had only been available through its online website. However, now the brand will be physically available both in the ready-to-go sector and alongside milk-based beverages within the dairy aisle.

Huel newsletter

“So if you’re on the go without your lunch, or you just want to try our Ready-to-drink, just stop by your local Sainsbury’s and grab a cold Chocolate or Vanilla Ready-to-drink – a delicious, nutritionally complete meal in a bottle.”

Source: Sep 26 | Competitor News | Innovation | What's Trending
Huel signals the desire to better couple a healthy, sustainable, diet with the modern, fast paced, consumer lifestyle. It signals a consumer demand for convenience that only a few years ago would have seemed extreme, fringe, and eccentric. We will look with curiosity over the next few months to see how the product performs against more traditional competition within the FMCG market.
Ben Ainsworth