Idris Elba and Jonathan Ross back vegan brand Huel in £20 million investment round

Author: Liam Gilliver

Read Time:   |  10th December 2022

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Luther star Idris Elba says he ‘looks forward to raising awareness around healthy, low carbon food’


British celebrities Idris Elba and Jonathan Ross have backed vegan protein brand Huel in its latest investment round.

The stars helped the company – which is renowned for its nutritionally complete shakes – secure a staggering £20 million.

According to reports, the series B funding will be used for global expansion, with a ‘particular focus’ on growing in the US.

Idris Elba is a ‘Hueligan’

In an online statement, Luther star Elba said: “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.

“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.”

Huel’s next venture

Chief executive officer James McMaster said the investment will be used ‘across a number of areas’ and that ‘growing in retail channels is one potential area’.

He added: “We’ve been contacted and told that some products, like our ready-to-drink banana product, would sell really well.

“Although it wasn’t something we necessarily always set out for, it is a really interesting prospect…

“Our investors have all expressed their belief for what we are trying to achieve at Huel – making nutritionally complete, convenient, affordable food, with minimal impact on animals and the environment.”

Want to know which other famous faces are showing an interest in plant-based food? Check out our list of 55 vegan celebrities sharing why they went vegan

Featured image: Axelle/Bauer-Griffin via Getty Images

Written by

Liam Gilliver

Liam is a journalist working for the Mirror, Daily Express, Daily Star and OK! Magazine. He's also the author of We're Worried About Him and has been published in the likes of The Independent, Huffington Post, and Attitude Magazine.

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