Is powder the future of food?
A powdered food brand has launched in the UK that aims to change the way people consume, treating food as fuel rather than one of life’s great pleasures.
Named “Huel” (human fuel), its makers claim the powder satisfies all your nutritional needs without the hassle of having to buy, prepare and consume food.
Made from a blend of protein, carbs and fats, Huel also contains a blend of vitamins, giving its users “100% of the government’s recommended daily intake”.
Aimed at health conscious consumers, the power, which contains no meat, dairy, soy, eggs or added sugar, takes less than two minutes to make into a drink by adding four parts water to one part Huel into a blender.
The powder contains rice and peas for protein, oats for carbohydrates and flaxseed and sunflower and coconut for fat, along with a vitamin blend to balance it out.
“It wasn’t so long ago that we could only imagine a world where we’d be able to consume everything our bodies needed without having our time taken up by planning and preparing meals.
“This is now a reality for British consumers and we’re excited to see how Huel changes the face of health for customers,” said Huel founder Julian Hearn.
“Not only does powdered food free up the time and money traditionally spent on food, it does so without compromising quality or nutritional value.
“This is a real revelation for busy people wanting to keep their diet in check or those who want a fuss-free way to fuel their bodies,” he added.
Boasting a shelf life of over a year, a week’s supply of Huel costs £45.
While Huel clearly has a market, for food and wine lovers it’s sure to leave a sour taste in the mouth. We’re not gas-guzzingly machines and shouldn’t be marketed to as such.
Food is so much more than fuel – aside from wine it is the greatest giver of joy and pleasure on the planet. Food unites people and cultures – what better way is there to learn about a new country than to eat your way around it? To reduce food to a powder is to kill centuries of tradition.
At a time when enthusiasm for and knowledge of different cuisines is at an all-time high, it seems an odd move to launch a product that saps all the joy out of mealtime, turning men into machines.
It boils down to the fact that there are two types of people: those who live to eat and those who eat to live.
I’m firmly in the first camp and will be avoiding Huel like the plague. But for those in the latter, who prize physical perfection over sensual enjoyment, I’m sure Huel will hit the spot.