James McMaster, CEO of Huel, is a leader dedicated to making healthy and sustainable nutrition accessible. He has transformed Huel from a single product into a global brand with a strong online and retail presence. His customer-first approach has been crucial to the company's growth, as he prioritises innovative solutions for busy lifestyles. McMaster fosters a community around Huel through transparency and social engagement, ensuring a strong customer connection.
Before joining Huel, James held various roles that shaped his career. He worked as a strategy consultant at LEK and spent three years at Gü, facing a steep learning curve transitioning from sales and marketing to operations. He then spent five years at Ella’s Kitchen and two years at Up&Go. These experiences provided him with a solid foundation in business management.
James believes in empowering his team, encouraging them to take on responsibility and express creativity. At Huel, he promotes a culture of action and ambition, aiming to achieve significant goals. He values approachability in leadership, emphasising the importance of listening and making decisions, even if they may not always be correct.
Under his leadership, Huel has made early investments in in-house procurement and sustainability initiatives, reflecting his commitment to quality and integrity. His vision extends beyond food; he aims to promote a lifestyle centred on health, wellness, and environmental responsibility. With the goal of making Huel a billion-dollar global brand, James focuses on customer satisfaction, data-driven innovation, and expanding product offerings to meet consumer needs while upholding the brand's core values.