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Birmingham Post
Birmingham Post
Business
Jon Robinson

Revenue at Steven Bartlett-backed Huel passes £100m

Revenue at meal replacement brand Huel, which is backed by Dragons' Den star Steven Bartlett, surged past £100m during its latest financial year.

The company has revealed its sales increased to £103m in the 12 months to the end of July 2021, up from £72m in the prior year.

Those figures compare to the firm's revenue of £3m during its first year, which then increased to £9m, £26m and then £50m in the following financial periods.

READ MORE: Steven Bartlett - Companies the Dragons' Den star has invested in

The business received a £20m investment from Highland Europe towards the end of 2018 while Social Chain co-founder Steven Bartlett is also an investor.

Huel confirmed its UK sales increased by 45%, there was a 42% rise in the US as well as a 43% in the rest of the world.

The company added its underlying EBITDA increased £700,000 to £2m while making "significant investment into customer acquisition, product innovation and team expansion".

Huel has also added former Rightmove chief financial officer Robyn Perriss to its board.

Writing on LinkedIn, Mr Bartlett said: "I couldn’t be more proud to be a board member, an investor and a long term loyal customer of such a fantastic British business.

"They are an exceptionally special team. When I first met Julian Hearn several years ago, I was blown away by his clarity of vision and the talented people he had around him James McMaster James Collier.

"Huel has now sold over 200 million meals globally, they have a team of over 200 people, they are the fastest growing British e-commerce company internationally, they’ve now flown past over £100m in annual revenue. Huel is only just getting started."

Co-founder Julian HearnHearn added: "I'm proud to announce that we hit £103m rev in our 6th financial year, whilst being EBITDA profitable.

"I'm super proud of what the team has achieved during such a tough time, and would like to say a massive thank you.

"It only seems like yesterday that I started Huel from my garage, and it's hard to believe that we have sold over 200 million meals globally, have a team over 200, and now hit over £100m annual revenue mark."

Chief executive James McMaster said: "This has been another strong year of growth for Huel, with sales passing the £100m mark for the first time.

"We have seen great momentum across all of our markets as customers globally choose Huel for a healthy and sustainable meal.

"Innovation is at the heart of our business so we’re delighted with how customers reacted to the launch of 'Hot & Savoury' and we’re looking forward to bringing more exciting innovations to market.

"Our momentum has continued into the new financial year, both in the strength of our trading performance and in how we set the business up for continued growth. I am delighted to welcome Robyn Perriss to our board as a non-executive director as we continue to strengthen all aspects of our business.

"As we look to 2022 and beyond, I am confident that the opportunities for Huel are significant. We face an unsustainable food system, with a huge carbon footprint and significant food waste. At the same time, obesity is high and yet almost 1bn people globally are undernourished.

"That backdrop is why Huel was founded – to provide food that prioritises nutrition, has minimal environmental impact and is convenient and affordable.

"We’re proud to have now supplied more than 200 million meals since we launched in 2015 and we believe Huel’s mission leaves the business well placed for long-term future growth."

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