His meal-replacement business is worth hundreds of millions, but Collier’s rise to the top has been far from easy. He discusses bodybuilding, bullies and why nutrition is more polarising than politics
When James Collier got married to Melanie nearly 10 years ago, his dad paid for the honeymoon. Collier’s businesses weren’t exactly booming, but he had a good feeling about a new venture. “I was on the beach checking my emails, and I said to Mel: ‘I think this is going to do all right, this one.’ And that was an underestimation.”
It certainly was. Sales of Huel, the meal-replacement brand Collier launched in 2015, topped £214m last year. Pre-tax profits tripled to £13.8m. Huel – a product mainly made of oats, pea protein and flaxseeds, which comes in powder, drink, snack bar and meal-pot forms – is sold in 25,000 shops worldwide, including 70% of UK supermarkets. The company was most recently valued at £440m, but has since had investment from Morgan Stanley. Just how rich is Collier now?
