Nutritional drinks and food brand Huel reported record monthly sales in the wholesale channel in December, with the £1.6m figure a 23% increase on the previous figure.
Speaking to Better Wholesaling, Huel, channel manager for wholesale, Andrew Pheasant explained the company’s revenue within wholesale grew from £5.7m in 2024 to £12.4m in 2025, with the business on track to exceed £20m in 2026.
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Pheasant, who joined from Hell Energy six months ago, also revealed that Huel’s Daily A-Z Vitamin Drinks were now listed in Bestway and Booker as well as being available across Scotland in both United Wholesale (Scotland) and United Wholesale Grocers.
“In terms of retail support, our premium POS and branded fridges continue to drive results, delivering a 72% sales uplift for retailer Atul Sodha during the first 11 weeks of installation,” he said. “We have achieved a significant amount in the six months since I joined, building on a very strong foundation.”
