James McMaster appointed CEO at ‘complete food’ brand Huel

  • Print
  • Share
  • Comment
  • Save

james mcmaster huel

The former boss of Up&Go owner Life Health Foods UK has been appointed new CEO of ‘complete food’ brand Huel.

James McMaster oversaw the launch of Up&Go in the UK and the development of new gluten-free cereal brand Nutri-Brex before being replaced as Life Health Foods UK CEO by Chris Laidlaw from spirits giant Diageo during the company’s “management shakeup” in August.

He was also previously operations director at Gü Puds and co-MD at Ella’s Kitchen, where he worked his way up having been originally appointed as COO.

Read more: Lidl seeks closer ties with startups through partnership with German retail tech hub

In his new role as CEO of Huel, McMaster has been charged with supporting co-founder Julian Hearn’s “global ambitions” as the company transitions from “a startup to an international business”.

Huel, which makes “nutritionally complete” food products including powders and bars, recently launched into the US and will unveil an “exciting new range of products” in 2018.

“I have appointed James to bring fresh leadership to a talented team,” said Hearn. “His varied background across consumer brands and e-commerce will stand Huel in good stead to help continue to grow the business.”

Commenting on his appointment, McMaster said Huel was a “brave, modern brand” that had “the potential to change nutrition habits globally”.

“Huel has a huge opportunity to grow and lead the complete food category space so I am looking forward to working with the team and contribute to the continued expansion of the company,” he added.

Ready to make your next move? Check our the latest vacancies on The Grocer Jobs

Have your say

Sign up to a Free 30 day Gold Membership Trial

  • Claim your free trial >>
  • You will be able to:

    - Comment on your industry
    - Read the latest category information
    - Find out more on consumer behaviours to technological advances

    You must sign in to make a comment

    • Print
    • Share
    • Comment
    • Save



    CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

    Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.



    Yes!I want to read more     CLAIM FREE TRIAL NOW
    Sign up to a 30 day free trial