“We’re at the stage where having this second round of funding allows us to keep focusing on that growth,” he said. “We are going to keep innovating with new products, and are really proud of where we’re heading. We’re now the business that we hope can be a truly global brand.”
Highland Europe is back to lead that new $24 million infusion, which now values Huel at $560 million. Joining the venture fund this time is a star-studded group of new investors, including actor and UN Goodwill Ambassador Idris Elba and his wife, Sabrina Dhowre Elba, also a UN Goodwill Ambassador, television presenter Jonathan Ross and sustainable activewear brand TALA’s CEO Grace Beverley.
“I’ve been a Hueligan for several years now, starting my journey while preparing for my role in ‘Thor,’ so to come on board with Huel was an easy decision,” Idris Elba said in a written statement. “I believe in their mission to deliver nutritionally complete food, sustainably. We have some exciting projects coming up and I look forward to spreading the message and raising awareness around healthy, low carbon food.”
Meanwhile, the new funding will also be deployed in continued international expansion, with a focus on the U.S. The investment will also support new product innovation, and continued expansion online and in retail stores.
As part of the Elbas’s investment, one of the new projects will include Huel working with them on their climate change initiative to help people eat at 1.5 degrees Celsius, the global warming limit the