Huel
Against All Odds
Huel had built one of the UK’s biggest nutrition brands, and America was the next move. US audiences had no history with the brand, and the market was already crowded with bold promises.
As Huel expanded in the US, it faced the familiar challenge of entering a market where audiences had little history with the brand and no inherited reason to trust it.
Against All Odds followed UFC fighter Michael Chandler at the hardest point of his career.
Huel became title sponsor of Mulligan Brothers during a period in which more than forty documentaries were released across twelve months. Many centred on recognisable US figures and stories, placing the brand alongside people and experiences already meaningful to an American audience.
A new market had no reason to take the brand’s word for anything.
How does a brand earn belief in a country that has never heard of it?
During the wider period of Huel’s US expansion, its American business grew to represent around 30% of global revenue and surpassed $100m.
The documentary partnership, consisting of more than forty films in twelve months, formed one part of a much broader growth and marketing strategy.
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Documentaries in twelve months
A sustained campaign built around US-based guests.
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Huel’s US business
Around 30% of global revenue.
€1bn
Danone acquisition
Danone acquired Huel in March 2026.
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