We did a big raise in Oct 2019 from Highland Europe for £20m. We would have raised from the crowd but there is an upper limit of 5m euros in a 12 months period so it didn’t fit our requirement at the time.
I’m still very interested in doing a raise for our lovely Hueligans, but it’s time consuming process and we are heads down improving all aspects of Huel (products, new products, services, website, etc). So there are no immediate plans, but maybe in 2020.
Bump bump I’d love this as well!
But either way, it would be amazing to understand your growth plans at a high level.
Same products more geographies?
Obviously black is a great addition to attract a wider market (have advised quite a few people away from standard protein powders)
Bump bump bump 
I would have invested with some of my proceeds from the bitcoin bull run of 2017. But now there is another bitcoin bull run so I have sunk spare money into that. Hard to find any other investment including Huel that could beat bitcoin’s likely returns.
There are rumours of TransferWise entering the London stock market in 2021. I’m saving some funds precisely for that moment as history has shown that Estonia produces extremely successful startups on a regular basis. The returns from that investment should be over 150% in a few years. It’s insane how a country of 1 million people in the North-Eastern corner of Europe can be called one of the best startup hubs in Europe. That’s one of the main reasons why I moved to Estonia but it was easy for me as the Estonians have the same (Nordic) culture, mentality and identity as the Swedes.
You could buy a huge bulk of their products and sell it in a country where it is not yet available. Or when something is out of stock, or if gets removed from the online store.
Another possibility would be making bets on the profit, total value or another parameter with some friend who is willing to make bets with you and has a different opinion on Huel’s potential.
Or you could buy Huel in one currency and sell it in another - but that would be a bet on the currency. Except when you buy it from the UK and sell it in another country where it is much more expensive in the local store. Maybe there are some customers who do not know that.
Some positive, some confused and some dangerous statements in this post.
I was mainly replying to Wombat42, sorry for going a bit off-topic.
Yeah let’s just keep it on the topic of Huel here 
feel like I’m learning lots though and need to go read up about bitcoin!
Our CEO James McMaster replied to a similar post here, it’s still an option for us!
Thanks Tim
It would be so interesting to see what a crowdfund would do to customer numbers.
Whether it would create serious advocates and jump numbers…
A Monzo moment
I really wish I had invested in Huel from the start but it wasn’t possible. What might be possible is to create a new share class so customers could invest. Bear in mind that investors invest to make money, through dividend payments and from capital growth.
Huel has been a hugely successful new company. No question about that, a market leader. Cash is king and a dividend payment reduces cash reserves which Huel may need to continue their growth and expansion. So you could invest but until a company is confident on their cash requirments, a dividend may not be paid out for quite some time.
Also, capital growth depends on someone else prepared to value and buy your shares for more than you paid for them. As it stands at the moment, existing shares cannot easily be bought and sold. Often, with small newstarts, existing shareholders wll have first refusal of anyone who wishes to sell, and that sometimes creates a problem.
It’s great to see so many fans of Huel showing an interest in being a stakeholder and I fall into that category but it may not be possible. For example, if two people own all the existing shares, to create an opportunity for customer investors, they have to dilute their shareholdings, and that may not be attractive to them.
Investors need to be clear in their minds as to what they expect from being a shareholder in Huel. You invest in order to make money from your investment. It is as simple as that. Huel isn’t a charity it is a thriving, young commercial business. It’s existing shares cannot be traded on any stock exchange. Huel’s shares are private company shares.
Maybe there is a need to explore how to create a different way of making customers financial stakeholders, as creating a new share class is just not possible at the moment. We have refer a friend discounts, which looks like it is quite successful. Maybe some sort of a loyalty card could be created. I don’t really have a good idea or suggestion to put forward that would be palatable to the existing shareholders.
If Huel did need to raise capital through a share issue then first offer should go to the staff. A company I’ve been involved with created a class of share for staff only. A tiny number of shares but, human nature says if it’s free then grab it quickly, and they did. It keeps the staff involved and motivated but their products (specialised optical medical and surgical products) are several years in the future. The staff all feel that one day, one of the huge medical companies will buy the company over and the staff could do very well out of that.
There is no easy answer to this question of investing. Investors want and need to make money from their investment. That’s why they invest, otherwise it becomes a charitable donation. Maybe crowd funding can create investment possibilities but Huel do not need crowd funding at the moment. It’s a cash generating and very successful business.
I would love to hear more from others on this subject.
Don’t mind me, just putting in a comment to be potentially reminded in future when the opportunity may rise again.
Side note, worth considering a Special Purpose Acquisition Company (SPAC) route to market rather than IPO or direct listing approach. Food for thought…I mean Huel for thought 
Hi guys.
Thanks for all the ideas on this front. Lots of different options, as you’ve suggested! If there is ever a way to get Hueligan customers to invest, we will of course let you know.
@davidmccarlie - You’d probably be pleased to note that every Hueligan employee around the world has share options in Huel.
Cheers, James
Could I come in and sweep the floor for half an hour a week
I love Estonia, and the Estonians.
I remember eating at a restaurant in the old, walled part of Tallinn with some locals, back in the late 90s, and they told me the apocathary next door had been there since 1457!! Different management, of course…
I’m really pleased to hear staff have share options. That’s a great position to be in. I had share options from a company I was working for some twenty years ago. I made a nice gain from that. There’s a tax issue that needs to be understood but it’s a great incentive to have if you are lucky enough to work for a successful company like Huel.
As everyone is in this thread, I look forward to it.
Best
I want to express my genuine appreciation for the remarkable products and the positive impact Huel has had on people’s lives, including my own. The dedication of your team in creating innovative and nourishing solutions is truly commendable.
I am writing to share a thought that has been on the minds of many Huel enthusiasts, including myself. As a passionate member of the Huel community, I have noticed that Huel has been extending opportunities for fundraising primarily to angel investors and venture capitalists. While I understand the strategic importance of such partnerships, I also believe that the true strength and foundation of Huel’s growth lie within the community that supports and champions your products every day.
Huel’s success is deeply intertwined with the loyalty and enthusiasm of its consumers. It’s the regular individuals who have been spreading the word, sharing their success stories, and contributing to the brand’s organic growth. As the backbone of Huel’s success, I believe that these everyday supporters should have the chance to be a part of its continued growth journey through crowdfunding initiatives.
By opening up a crowdfunding opportunity to the wider community, Huel has the chance to not only raise capital but also foster a stronger sense of community engagement and ownership. It sends a powerful message that Huel values the partnership and support of all its stakeholders, regardless of their financial status.
I humbly request that you consider initiating a crowdfunding campaign that would allow common people like me to invest in the future of Huel. This gesture would not only demonstrate your commitment to inclusivity and community involvement but also enable Huel’s enthusiasts to have a direct stake in the brand’s growth.
I believe that CEO James’ leadership is instrumental in guiding Huel’s path forward, and I am optimistic that he would understand the significance of this request. Allowing community members to participate in a crowdfunding campaign this year would be a monumental step towards ensuring that the benefits of Huel’s growth are shared more broadly among its most dedicated supporters.
Thank you for taking the time to read my thoughts. I am sincerely hopeful that Huel will embrace this opportunity to strengthen its bond with the community and create a future that is more inclusive and collaborative.
Hey! Sorry for the slow reply to this.
We’ve always wanted to find a way for Hueligan customers to invest in Huel.
We have only had two fund raises where money has come into the business. Once in 2018 and once in 2022. Growth businesses, especially those that hold physical stocks, need cash to grow. We also wanted cash to invest in our own factory, which we are now doing and this launches in 2024. Both investment amounts were larger than crowdfunding limits, so we focused on external investment funds investing in us and it’s worked out really well so far.
The most obvious route to allowing a wide group to buy shares in Huel is to become a public company. This is something we have considered in the past. However, markets are poor for growth companies to IPO these days. We will keep open-minded as it might be something we do in the next few years. We’ve also considered crowdfunding and for a variety of reasons decided it wasn’t right for us. We will keep thinking about it though.
Sorry there is no way for you to buy shares in Huel for now. I know what I have said above doesn’t help you but hanks for taking the time to share what was in your head - it’s useful to read.
Thanks, James