Huel Granola

Huel, the ‘complete food’ brand, has expanded its portfolio with a two-strong lineup of granola.

Available in two variants, Original and Berry (rsp: £4.75/420g), the NPD was “the world’s first nutritionally complete cereal” claimed Huel, meaning it contained “all the proteins, carbs and fats you need”.

Its ingredients include rolled oats, pea protein nuggets, sunflower seeds, flaxseeds, pumpkin seeds, coconut oil and chicory root fibre – with each 100g providing 23.6g of protein, 10.6g of fat, 9.3g of sugar and 355kcal. Huel added that the cereal was “100% vegan” and a “sustained source of energy throughout the day”.

The use of brown rice syrup and raw cane sugar made the total sugar content of the granola “significantly higher” than that of Huel’s core product, its meal replacement powder – although it was still “well below the maximum daily intake of sugar as per the UK and EU recommendations”.

Huel Granola’s launch came because “breakfast isn’t what it used to be” said the brand. “Today, people demand a healthy alternative to sugar-laden options on the shelves.”

The NPD comes two month after Huel named James McMaster as its new CEO. The former boss of Up&Go owner Life Health Foods UK was charged with supporting Huel co-founder Julian Hearn’s “global ambitions” as the company sought to transition from “a startup to an international business”.