Huel – D2C Ranking & Growth Metrics
Nutritionally complete meals, shakes and snacks for convenient eating
Last updated · September 2026 edition · data to end of August 2026 · method v1.3
Huel ranks #38 of 429 D2C brands in the September 2026 edition and #1 of 38 in Food & Drink, up 2 places on last month. We estimate Huel's revenue is flat year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in January and March. In Food & Drink, its closest competitor is Mountain House (#209).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence; close to flat. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Huel is today: #38 of 429 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Huel's revenue growing?
We estimate Huel's revenue is flat year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Huel growing?
Huel's Momentum score is 52.6, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is declining over the same 12 months. Its size score is driven most by branded search demand, with social audience relatively weakest.
About Huel
Huel makes nutritionally complete food and drink, sold directly to consumers online. Its products, including powdered meals, ready-to-drink shakes, hot instant meals, bars and supplements such as Daily Greens, are formulated from plant-based ingredients like oats, peas, rice, flaxseed, coconut and sunflower, each designed to provide a balance of vitamins, minerals, protein, fats, carbs and fibre in a single product. The range is aimed at people who want convenient meals that fit around busy schedules, including those focused on weight management, higher protein intake or general healthy eating.
Huel positions itself as an alternative to less healthy convenience food, built on nutritional science and formulated with input from nutritionists and product development specialists. It sells primarily through its own website on a direct-to-consumer basis, with subscription options, bundles and an outlet section, alongside wider retail and some physical store availability. The brand also publishes information on its scientific approach and quality standards as part of how it presents its products to customers.
Huel competitors
The food & drink brands closest to Huel: same kind of product first, then the nearest in size. See every brand in Food & Drink or the full D2C brand rankings.
Freeze-dried meals for camping, hunting and emergency food storage
Freeze-dried meals and snacks for backpacking and camping.
Grass-fed meat snack sticks in beef, chicken, turkey and venison
Natural nut butters and nut-based snacks made in the UK
Speciality coffee, pods and matcha from a London café and restaurant brand.
Huel vs Mountain House
Huel leads on both size and growth: Scale 65.6 against 45.0, and Momentum 53 against 44. See Mountain House's page.
| September 2026 | Huel | Mountain House |
|---|---|---|
| Overall rank | #38 | #209 |
| Food & Drink rank | #1 | #15 |
| Scale (size) | 65.6 | 45.0 |
| Momentum (growth) | 52.6 | 44.3 |
| Branded search | 88 | 42 |
| Site traffic | 66 | 42 |
| Social audience | 39 | 52 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Huel branded search volume
How often people search for Huel by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is seasonal, peaking in January and March and lowest in December.
Huel's audience, products and channels
Social audience
- TikTok huel.usa 18,500
- YouTube 17,500
Also on Instagram, X and Facebook.
Followers as shown on each platform, collected for the September 2026 edition.
Products
- Products in store7
- New in the last 90 days0
- Typical price22
- Price range15 – 23
From Huel's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Germany, Spain and Italy.
Ecommerce stack
- TrackingGoogle Tag Manager
Tools detected on huel.com; detection covers common apps and may miss some.
Huel: common questions
What does Huel sell?
Nutritionally complete meals, shakes and snacks for convenient eating. Known for: Powdered meal shakes, Ready-to-drink meals, Hot & Savory instant meals, Daily Greens supplements and Complete Protein bars.
Where is Huel from?
Huel is based in United Kingdom.
Where can you buy Huel?
Huel sells through its own online store and selected retailers. Its online store is at huel.com.
When was Huel founded?
Huel was founded in 2015.
Who founded Huel?
Huel was founded by Julian Hearn.
Is Huel's revenue growing?
We estimate Huel's revenue is flat year on year (high confidence). Branded search is steady and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Huel's competitors?
Huel's closest competitors in the Food & Drink category are Mountain House, Peak Refuel, Chomps and Pip & Nut.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. September 2026, method v1.3. See the methodology, or report a correction.