Huel expanding into China

Fresh from their 20m investment it’s now being reported that Huel is expanding into… China. From the looks of it orders will be fulfilled through an all new Huel.cn and via JD.com which describes itself as “China’s largest online retailer and its biggest overall retailer, as well as the country’s biggest Internet company by revenue“.

UK-based powdered food producer Huel has launched into China as it aims to take advantage of Chinese consumers? demand for imported foods.

As well as selling through a dedicated website, Huel has partnered with Chinese e-commerce platform JD.com, giving the brand access to its 300 million users. FoodBev.com

This is quite big. Up to now Huel has sold a little over 22 million meals so one would assume a much lower individual customer count. Looking at JD.com with it’s 300 million users, that’s a very large potential market.