It looks like chewing your food may be a thing of the past sometime soon, if you believe the people over at Huel.
Powdered food has been a thing for a while. There’s that meal replacement stuff you can give to your kids or to people who can’t eat solids, for example.
You mix it with milk and it tastes a bit like a milkshake, which sounds pretty appealing.
British powdered food start-up Huel wants to take it to the next level, though, with what they’re calling “future food”.
Here’s The Telegraph:
Huel, or “human fuel”, comes in a powder form in flavours including mocha, mint chocolate and banana and includes a mixture of protein, carbohydrate and fibre.
[…]Huel is the latest effort to persuade time-conscious millennials to dump traditional food and plump for quick food replacements. Last month Soylent, a US powdered food company, launched in the UK. Powder foods and fasting have become a growing trend among the health-conscious in Silicon Valley.
Huel has managed to raise £20 million (R390 million) in funds, which they want to use to expand to the US and across Europe. The funding round was led by Venture Capital firm, Highland Europe:
While some have derided the food replacements as “beige goop”, the food supplements have received celebrity endorsements from the likes of former One Direction star Niall Horan, as well as from online fans known as “Huelers”.
Huel co-founder Julian Hearn said: “Huel has been profitable since day one and is on track to triple turnover this year. In order to accelerate growth, expand our product portfolio and reach new markets, we decided to take external funding into the company.”
I’m going to stop right here and say that I don’t like this at all. ‘Huelers’ sound insufferable.
Huel has a team of 65 and is based in the UK, Los Angeles and Berlin. The funding follows aggressive funding bids for similar products like Soylent.
All I’m hearing is ‘trending’, ‘fasting’ and ‘vegan’.
Nope. I’ll have steak and a fully-formed personality, thanks.
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