With this agreement, Epicurium is set to enhance its range of functional snack offerings. Huel will be exclusively available for retailers to purchase through Epicurium until January 2024.
Managing director of Epicurium, Ben McKechnie, emphasized the significance of the partnership, stating, “Huel is a rapidly growing brand that has quickly established itself as one of the key players in the functional and healthy snacking category. Epicurium has seen huge success with Huel’s meal drinks, being our strongest performing range this year, and we look forward to more of the same with the new Huel Complete Nutrition Bars over the coming months.”
Jon Morris, out of home controller at Huel, added, “We’ve enjoyed a fantastic relationship with Epicurium over the years. Our partnership, especially focusing on new business opportunities, has seen them open new distribution of our ready to drink bottles to independent and convenience customers across the country. We’re really excited to now see Epicurium secure exclusive distribution of our new nutrition bars through the wholesale channel until January 2024.”
