Screw It Just DO It with Alex Chisnall · 2026-06-18 · 11 min
This episode was recorded when Huel was four years old and doing £14 million in revenue. You are listening to it knowing what it eventually became. Julian Hearn started Huel with a simple goal: find 1,000 people willing to pay £45 a month for a nutritionally complete food. Half a million pounds a year. A lifestyle business he could run three days a week. When they hit £750,000 in year one, he knew that plan was gone. In this Bite-Sized episode of Screw It Just DO It, Julian talks about the early Huel story: the initial product order of £5,000 of stock, the PR that arrived in the first month without asking for it, the customers who started defending the brand online before Julian even had a team, and why he never wrote a proper business plan for any of it. He also talks about hiring, culture, direct-to-consumer, and why the biggest risk in any product business is manufacturing - not the market.
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