Successful Europe-wide ramp-up in a new market segment

Fulfillment services for food substitutes

Food supplements have already established themselves everywhere, but now a completely new market has opened up with the category of whole food substitutes. This category of meals for those who are short on time provides consumers with wholesome nutrition that contains an optimally balanced mix of proteins, carbohydrates, fiber and fatty acids, as well as all the essential vitamins and minerals consumers need on a daily basis.

According to a new report, the ready-to-drink market for ready-to-drink shakes will generate sales of 11.2 billion US dollars by 2024, with the European market expected to grow by 4.1%. First and foremost is the global market leader Huel in the wholesome food category. As part of its ongoing expansion, Huel wants to set up a new base for supply logistics in Europe and has commissioned the company RHIEM in Voerde with fulfillment. “We are delighted to have RHIEM on board as a fulfillment service provider that can keep up with the rapid pace of expansion,” said Neville Dobson, Head of Logistics at Huel.

Founded in 2015, Huel aims to produce nutritious, convenient and affordable food with minimal impact on animals and the environment. Now recognized as one of the fastest growing companies in the UK and revolutionizing the way we eat every day, Huel has now sold more than 50 million meals to customers around the world. The company achieved global sales of GBP 40 million in 2018 and was valued at over GBP 220 million in November last year.

Market trends show a significant increase in shoppers opting for healthier and more nutritious foods, as well as the simplicity and cost-effectiveness of Huel – a wholesome food that has established this company as a strong favorite among this demographic. The powder, designed as a complete food, contains 26 essential vitamins and minerals, providing customers with the proper nutrition they need on a daily basis. Huel’s formula, developed in collaboration with renowned nutritionist James Collier, is suitable for vegans and contains no lactose, allergens, soy or GMOs (genetically modified organisms).

“We know that HUEL has a growing customer base, and the most important thing for these customers is that they are supplied with products on time and without any problems. After all, this is food that is consumed on a daily basis,” says Dr. Stefan Rhiem, Managing Partner of the RHIEM Group. “All members of our team are therefore working every day to fulfill our performance promise. In view of the significant growth rates at HUEL, we have already had to overcome a number of challenges.”