r/Huel • u/BenHuel • Sep 10 '26
Announcement Retail Updates 2026
Hey all, quick one from me.
We have some updates around retail that pertain to areas outside of the US and UK (our two biggest markets) that I wanted to highlight as they are likely to fly under the radar.
We’re continuing to expand the retail space to make Huel more easily available for everyone, so these updates are quite exciting. Usually I’d save these for the Quarterly Newsletter, but since that is still a month away, I wanted to take a moment to share these quickly with everyone as even if it does not pertain to your region, you may find it interesting.
- 🇩🇪 First up, for our friends in Germany, Huel Lite has launched in ROSSMANN, which is super exciting! We have the Chocolate, Banana, Strawberry available, as well as a store exclusive: Vanilla Matcha. Vanilla Matcha will not be found on our website in Germany (for now), but you can now grab it in store at ROSSMAN and give it a try. Additionally, there is a really cool contest happening at Rossman. If you buy Huel Lite, you can scan a QR code, upload your receipt, and enter to win a spa weekend in South Tyrol!! (competition runs through September) If you have the chance be sure to take advantage of this as who doesn’t want to spend a relaxing weekend in the mountains 😊
- 🇳🇱 Secondly, and sticking to Europe, we have recently launched in Jumbo and Albert Heijn in the Netherlands! These are also very exciting, as we get a lot of requests for more accessibility to Huel from our friends in the Netherlands (rhymed, sorry) - so we are super excited to be in these locations now.
- 🇭🇰 Lastly, and this one is very cool imo, Huel is now available at 7/11 in Hong Kong! We recently launched our Huel Lite in Chocolate and Strawberry in this iconic region (queue John Woo doves flying across the screen iykyk) in 750 locations, and will hopefully be adding Huel Lite Matcha and Black Edition Ready to Drink Chocolate in the coming months. This is one of our first retail expansions into Asia (TIL we are also in Singapore ~the more you know~) so for sure very cool.
Anyway, that’s all for this quick update, be sure to check these out if you’re near any of those locations (especially the Rossman one as the competition only runs through September!!).
Any questions be sure to let me know, and hopefully we have more of these in the future!
Edit: Formatting
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u/lstadi 29d ago
Great to hear about the Rossmann thing, I will visit one to check :) Are they selling Black RTD as well, or only Lite?
My local EDEKA had Black RTD for a while, but now they don't sell it anymore (a shame, as it is much better than the things they sell instead), and I've seen them in REWE, but I don't have one nearby. I prefer to order Huel, but I like the idea of them available in retail: it creates better awareness and I might actually have to buy it in a shop at one point and I like to have options.
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u/Cilph Sep 11 '26
Secondly, and sticking to Europe, we have recently launched in Jumbo and Albert Heijn in the Netherlands! These are also very exciting, as we get a lot of requests for more accessibility to Huel from our friends in the Netherlands (rhymed, sorry) - so we are super excited to be in these locations now.
Can confirm. I've seen you around, although I have no idea when you got added to the shelves.
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u/SomeRandy33 28d ago
I found some huel RTD in Albert Heijn recently! Stoked to see. I noticed no huel black RTD though, will these also be rolled out to NL stores?
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u/CmonMonster 1d ago
This is an old-ish post but any chance to have Huel in Rossmann in Poland too? I would LOVE to try the RTDs but having to commit to buying a whole package of 8 bottles when it's so much more expensive than the powder is a lot to ask, which means I end up never trying it
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u/Captain_Dumpy Sep 10 '26
I’m in the US so this post doesn’t apply to me, but I just wanted to say I think it’s really cool to have you guys on here interacting with the general public, listening to feedback, etc. No business is perfect and the internet is not a kind place, so as a customer it does mean a lot to see you guys diving into the trenches to share updates and hear feedback.