228. James McMaster, CEO of Huel
Today, I'm joined by James McMaster, CEO of Huel.
Hacking meal prep, Huel wants to simplify healthy eating on the go. Catering to time-strapped consumers, the brand makes nutritionally complete instant meals, drinks, and powders.
In this episode, we discuss the company's mission to replace junk food, reduce waste, and make healthy options affordable.
We also cover:
• Creating a lifestyle brand rather than a product
• Evolving from a single powdered shake to multiple SKUs
• Huel's customer obsession and commitment to sustainability
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The skinny
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