In the competitive landscape of startups and e-commerce, getting your product noticed can be one of the biggest hurdles for new businesses. For Huel, a nutritionally complete powdered food company, investing in public relations early on played a pivotal role in rapidly growing the brand into a multi-million pound business within its first year. This case study explores how Huel leveraged PR to gain credibility, generate buzz, and ultimately kickstart massive growth.
The Genesis of Huel
Huel, short for "Human Fuel," was founded in 2014 by Julian Hearn, an entrepreneur with a robust background in digital marketing. The inception of Huel stemmed from Hearn's previous venture, a fitness comparison website called Bodyhack. Through this experience, he recognized the critical role of nutrition in achieving health and fitness goals, but also observed the challenges busy individuals face in consistently maintaining a balanced, nutritious diet.
Hearn identified an opportunity to create an all-in-one nutritionally complete food that was both convenient and hassle-free. Collaborating with a nutritionist, they developed a powdered food formula containing all the essential proteins, carbohydrates, fats, vitamins, and minerals the human body requires. The vision was clear: to offer "everything your body needs and nothing more" in an easy-to-consume shake.
Early Days and Initial Traction
After approximately a year of meticulous product development, Huel officially launched in June 2015. In these nascent stages, Hearn was a one-man army, handling everything from order fulfillment to customer service and marketing. The company began to gain some initial traction through Facebook groups and word-of-mouth referrals, but Hearn recognized the need to dramatically increase awareness to truly scale the business.
The Strategic Decision to Invest in PR
As a bootstrapped startup with limited resources, Hearn had to be strategic about where to invest for growth. He made the pivotal decision to hire a PR agency for an initial 3-month campaign, viewing it as a catalyst to generate buzz and establish credibility for the brand.
Hearn explained his rationale:
"The PR was the next big thing that we did. We got a PR agency and spent a bit of money on that. It wasn't too expensive. That went really, really well. We've been on TV a couple of times. We've been in most of the national newspapers in the UK, quite a few magazines as well, quite a few blogs."
He identified two key reasons for investing in PR:
- Driving traffic and sales through media coverage
- Building credibility and trust with consumers
For a novel food product that people would be ingesting, Hearn recognized that third-party validation from reputable media outlets would be crucial for gaining consumer trust.
Preparing for the PR Push
Before engaging with the PR agency, Hearn took several strategic steps to ensure they were prepared to maximize the opportunity:
- Professional photography: He invested in high-quality product shots and headshots, anticipating requests from journalists.
- Messaging and positioning: They honed their key messages and unique selling propositions to clearly communicate Huel's benefits and newsworthiness.
- Website and fulfillment: The e-commerce site was polished, and they ensured they could handle a potential influx of orders.
- Founder story: Hearn prepared his personal narrative and motivations for starting Huel to add a human element to the brand story.
Executing the PR Campaign
Working in collaboration with the agency, Huel pursued a multi-faceted PR strategy:
- Press releases: Announcing the launch of Huel as a revolutionary new "food of the future"
- Media outreach: Pitching Huel's story to relevant journalists and publications
- Interviews: Setting up founder interviews with key media outlets
- Product seeding: Distributing samples to influential reviewers and journalists
- Newsjacking: Tying Huel into relevant trending topics around nutrition, meal replacements, and busy lifestyles
The overarching goal was to generate widespread coverage across print, online, TV, and radio to rapidly boost Huel's visibility and credibility.
Results of the PR Push
The PR campaign proved to be tremendously successful, resulting in:
- National media coverage: Featured in major UK newspapers like The Daily Mail, The Guardian, and The Times
- TV appearances: Segments on BBC News, Sky News, and other prominent networks
- Magazine features: Covered in Men's Health, Women's Health, and other relevant publications
- Online coverage: Dozens of articles on popular sites and blogs
- Radio interviews: Featured on several radio programs discussing the product
This media blitz helped Huel reach a massive new audience and lent significant credibility to the brand. As Hearn noted:
"I think selling a food product is something people are going to put inside their body. They've never heard of your company before, but if they can see a logo to say that this has been on the BBC, this has been on CNN, this has been in the Daily Mail, I think it gives people a little bit more confidence that this is a legit product. It's not something made in somebody's garage."
The Snowball Effect
One of the key benefits of the initial PR push was creating a snowball effect of additional media interest. Once Huel had been featured in major outlets, it became significantly easier to secure coverage from other publications who now viewed them as a credible, newsworthy brand.
Hearn explained:
"We got quite a lot of PR or interest directly. We got called from some TV. We got called from some radio and some press just directly just because they'd seen us either through on Facebook or they'd seen us in other articles."
This ongoing press coverage continued to drive awareness and lend authority to Huel long after the initial PR campaign ended, creating a sustained media presence that contributed to the brand's rapid growth.
Explosive Growth and Market Penetration
The PR strategy, combined with a product that resonated strongly with consumers, helped fuel explosive growth for Huel:
- £2 million in revenue in the first 12 months
- Over 1.5 million meals sold
- 200,000+ monthly website visitors
- Tens of thousands of paying customers
This represented a staggering 3700% year-over-year growth, a feat rarely seen in the food and beverage industry.
Hearn credits much of this rapid scaling to the awareness and credibility generated through PR:
"I think it's a product that people wanted. I don't think people even knew that this product could exist. We've done quite a good job making it into the press and making people aware that this product exists."
Keys to PR Success
Several factors contributed to the effectiveness of Huel's PR strategy:
1. Newsworthy Angle
Huel positioned itself as a revolutionary "food of the future" that could potentially replace traditional meals. This futuristic angle made for compelling stories that journalists were eager to cover, tapping into broader discussions about the future of food and nutrition.
2. Perfect Timing
Huel tapped into growing consumer interest in nutrition, meal replacements, and convenient health foods. The product was well-timed to align with these trends, coinciding with a surge in health consciousness and the rise of the "quantified self" movement.
3. Credible Spokespeople
Having a nutritionist co-founder lent scientific credibility to Huel's claims about complete nutrition. This expertise was crucial in addressing potential skepticism about a powdered meal replacement.
4. Visual Appeal
High-quality product photography and packaging made Huel visually interesting for press coverage. The sleek, minimalist design of Huel's packaging helped position it as a modern, innovative product.
5. Compelling Founder Story
Hearn's personal motivations and journey in creating Huel added a relatable human element to the coverage. His background in digital marketing and previous ventures lent credibility to his ability to execute on the vision.
6. Product Sampling Strategy
Providing samples to journalists allowed for first-hand reviews and experiences with the product. This hands-on approach helped overcome initial skepticism and generated more authentic, detailed coverage.
Lessons for Other Startups
Huel's PR success offers several valuable takeaways for other startups considering investing in public relations:
1. PR Can Kickstart Awareness and Credibility
For new brands, getting featured in respected media outlets can rapidly boost visibility and trust with potential customers. This third-party validation is particularly crucial for products in sensitive categories like food and health.
2. Timing is Crucial
Look for opportunities to tie your product/story to current trends and topics that journalists are already interested in covering. Staying attuned to the media landscape can help identify the perfect moment to launch a PR campaign.
3. Craft a Compelling Angle
Consider what makes your product truly unique or revolutionary to craft a newsworthy story. Focus on aspects that align with current societal concerns or aspirations.
4. Invest in Quality Visuals
Professional photography and packaging design can make your product more appealing for media coverage. In an increasingly visual media landscape, strong imagery can be the difference between getting coverage or being overlooked.
5. Be Prepared Before Launching PR
Ensure your website, supply chain, and messaging are polished before driving a wave of attention to your brand. A surge in interest can quickly turn negative if you're not prepared to meet demand or answer questions.
6. Leverage Initial Coverage
Use logos and quotes from major media outlets in your own marketing to further boost credibility. This social proof can be powerful in converting interested consumers into customers.
7. Build Relationships
Fostering connections with key journalists can lead to ongoing coverage opportunities. Treat media relationships as long-term investments, not just one-off transactions.
The Long-Term Impact on Huel's Growth
While Huel's initial PR push lasted just 3 months, the effects continued to benefit the company long after. The media coverage and credibility gained in those early months laid a foundation for continued growth and success.
Today, Huel has expanded internationally and become one of the leading brands in the meal replacement market. The company has raised over £20 million in funding and reached over 100 million meals sold. As of 2021, Huel reported annual revenue exceeding £100 million, shipping to over 100 countries worldwide.
Some key milestones in Huel's growth journey include:
- 2015: Launch year, £2 million in revenue
- 2017: Expanded to the U.S. market
- 2018: Launched ready-to-drink products
- 2019: Surpassed 100 million meals sold
- 2020: Introduced hot and savory meal options
- 2021: Reached £100 million in annual revenue
Hearn reflects on the crucial role PR played in Huel's journey:
"PR was definitely important to just kick-start it. I think if you don't kick-start it, it's quite hard to get it going. Those logos of you being in the press will stay forever. You will always have been in that publication."
The Evolution of Huel's Marketing Strategy
While PR was the initial catalyst for Huel's growth, the company has since diversified its marketing efforts to sustain its expansion. Some key elements of Huel's evolved marketing strategy include:
- Influencer partnerships: Collaborating with fitness influencers and nutritionists to reach health-conscious consumers
- Content marketing: Producing educational content about nutrition and sustainability to establish thought leadership
- Social media engagement: Building a strong community of "Hueligans" on platforms like Instagram and Twitter
- Subscription model: Encouraging repeat purchases through a flexible subscription service
- Product diversification: Expanding beyond powders to ready-to-drink shakes, bars, and hot meals to cater to different preferences
Despite this evolution, the credibility and awareness generated by the initial PR push continue to pay dividends, serving as a foundation for all subsequent marketing efforts.
Is PR Right for Your Startup?
While PR was tremendously successful for Huel, it's not the right strategy for every new business. Hearn advises startups to carefully consider if their product and story are truly newsworthy before investing in PR:
"You've got to think from the journalist's point of view. There are millions of products out there. They get approached every day by somebody selling a new product like a new beer or a new drink or something like that. You've got to think what is the angle for them? What are they going to write that's newsworthy?"
If you have a unique product that taps into current trends and can craft a compelling story around it, PR can be an excellent way to rapidly build awareness and credibility. However, it requires an upfront investment with no guarantees of coverage.
For businesses considering PR, Hearn recommends starting with a short 1-2 month trial campaign to test the waters before committing long-term. This allows you to gauge the potential impact and ROI for your specific business.
Conclusion: The Power of Strategic PR for Startups
Huel's journey demonstrates the potential power of public relations for launching a new product and quickly scaling a startup. By investing in PR early and crafting a compelling story, Huel was able to gain massive exposure, build consumer trust, and kickstart growth to £2 million in revenue within its first year.
The success of Huel's PR strategy can be attributed to several factors:
- A truly innovative product that solved a real problem
- Perfect timing that aligned with growing trends in health and convenience
- A well-crafted narrative that positioned Huel as the "food of the future"
- Strategic preparation and execution of the PR campaign
- Leveraging initial coverage to create a snowball effect of media interest
While PR isn't right for every new business, for companies with truly innovative products and newsworthy stories, it can be a highly effective strategy to cut through the noise and rapidly build a brand. Huel's success offers an inspiring case study in leveraging PR to take a startup from zero to millions, demonstrating that with the right product, story, and strategy, it's possible to achieve remarkable growth in a short period.
As startups consider their growth strategies, Huel's experience underscores the importance of thinking creatively about how to generate buzz and credibility. Whether through PR or other channels, the key is to find ways to make your brand stand out in a crowded marketplace and give consumers a compelling reason to take notice.
