Sport and fitness professionals, as well as busy city workers, drove sales of the product, which is claimed to have the potential to fully replace food.
Julian Hearn, founder of Huel, said: “It has really proved that the British public are tired of stressing over how to plan their diet, how to work out what’s healthy and what’s not.”
He claimed consumers were tired of planning what they would eat, shopping for food, cooking and cleaning. “We had a lot of customers comment on the time they save in their day,” he added.
Attention also came from new parents who were concerned about not giving their children chemicals and additives, he said.