Powdered food producer Huel has appointed James McMaster, the former chief
of Australian breakfast brand Up&Go, as its new chief executive.

McMaster, who oversaw the launch of Up&Go in the UK and was also in charge of cereal brand Nutribix, has an aim to transition the firm from start-up to international business.

Said McMaster: “This a brave, modern brand with the potential to change nutrition habits globally. Huel has a huge opportunity to grow and lead the complete food category space so I am looking forward to working with the team and contribute to the continued expansion of the company.”