Huel is engineered food for people who want to optimise life but still occasionally forget lunch exists. It delivers complete nutrition in powders, ready-to-drink bottles and bars, designed to be boringly reliable rather than Instagram-pretty. The brand works because it leans into utility, not wellness theatre. It is essentially infrastructure for busy people who do not want their diet to be the weakest link. Founder Julian Hearn looks like someone who decided commuting time would be better spent building a default diet for nerds.