The complete meal market has boomed in the last decade, with Huel claiming to lead the way as the UK’s number one complete food brand (Nielsen L52w w/e 12.07.25).
With the nutrition giant’s original and Black Edition nutritionally complete protein drinks coming in at around 400 calories per bottle, the new Lite range is is marketed as “ideal for a light meal, a quick breakfast or a healthy snack on the go”.
Rolling out over the next six months, the drinks provide a generous 25 grams of protein—5 grams more than the original SKU—alongside slow-release carbs, healthy fats and 6 grams of fiber per 500 ml bottle.
Available in chocolate, banana or strawberry flavors, with an RRP of £3.50, the drinks are claimed to support: muscle strength via plant protein, gut health via chicory root fiber and calcium, skin, hair and nails via biotin and zinc and energy via a full B-vitamin complex.
“The growth of Huel Ready-to-Drink has been phenomenal,” said Natalie Stanton, UK sales director at Huel. “The complete meal category is now worth over £91m RSV, growing 77% YoY, with Huel driving 82% of total sales (Nielsen L52, 12.06.25), but there’s still huge room for growth. Huel RTD Lite is our next step, helping us reach more customers who want nutrient-dense, high-protein, functional food with fewer calories.”
Ali Gibbons, product marketing director at Huel, said early feedback has been “very positive”, especially on taste and texture.
“What’s most encouraging is how people say Lite slots into their day: mid-morning, pre- or post-workout, as a lighter lunch or an afternoon pick-me-up where they still want quality nutrition but something a little lighter,” he said.
The launch is a direct result of customer feedback, Gibbons said: “One theme came through loud and clear: Every calorie counts when it comes to their nutrition.
“We combined those insights with wider health trends we’ve seen in the US and tasked our NPD team with creating a tasty, high-protein, complete meal—at just 190 calories. They’ve nailed it.”
Addressing the GLP-1 trend and whether the product is intended for medication users, Gibbons noted the importance of ensuring these consumers receive proper nutrition given their reduced calorie intake.
“This is our highest protein per calorie meal which is high in fiber and also contains 26 vitamins and minerals,” he said. “We’d always recommend speaking to your healthcare professional when making these kind of choices particularly with regard to medication.”
Giving his thoughts on the launch, Louis Bedwell, industry and engagement director at Future Food Movement, said the NPD reflects a wider change in how people eat and think about nutrition.
“The category is evolving—it’s no longer just about performance or hitting macros,“ he told NutraIngredients. “People want products that fit their everyday lives. Huel Lite reflects that shift toward balance and wellbeing rather than intensity.”
He added this brings the brand a step closer to weight management adjacency and GLP-1 support.
“This is Huel widening its funnel in two directions: everyday wellness and GLP-1—sitting close enough to shifting behaviors without making restricted claims,” he said.
He noted that in the UK, households with at least one GLP-1 user have almost doubled from 2.3% to 4.1% in a year, creating huge demand for products that are lighter.
Dr. Emma Derbyshire, registered nutritionist and CEO of consultancy Nutritional Insight, added: “There is growing demand for products that offer meaningful nutrition without delivering excess calories, especially among those seeking to improve their dietary quality while managing energy intake.”
