Tomorrow's Bites with Andrés and Sjacco Is This The Truth About Nutrition, Food Systems & Ultra-Processed Foods? - with Co-Founder of Huel, James Collier #77
Mar 12, 2025
James Collier, co-founder of Huel, brings over 30 years of nutrition expertise. He challenges the conventional view that nutrition is just about calories, advocating for a broader perspective on healthy eating. Collier discusses the rise of ultra-processed foods, how Huel innovates plant-based meals, and the delicate balance of science and marketing in food production. He also outlines the need for a perfect food system that respects culture and sustainability while addressing food deserts. Plus, he shares insights into future food trends and the complexities of personalizing nutrition.
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Early Personal Drivers Of His Nutrition Career
- James's mother survived terminal breast cancer after changing diet and mindset, which shaped his interest in nutrition.
- Bullying led him to bodybuilding at 16 and pushed him to study nutrition and pursue muscle-building knowledge.
From NHS Dietitian To Huel Co-Founder
- James worked seven years as a clinical dietitian in the NHS before moving into bodybuilding consulting and entrepreneurship.
- In 2014 Julian Hearn commissioned him to formulate a product which led to co-founding Huel and launching in June 2015.
Design For Flexibility, Not One-Size-Fits-All
- Product flexibility matters: Huel expanded formulas to offer users mix-and-match macro options and formats.
- Different product forms (powders, RTD, hot savory, noodles) meet varied consumer needs and contexts.
