Premium snack wholesaler, Epicurium, has been selected by leading nutritional food brand, Huel, as the exclusive wholesale distribution partner for the launch of its new Complete Nutrition Bar.
The agreement sees Epicurium strengthen its range of functional snack offerings and further positions the company as innovators in the wholesale market. The nutritionally complete snack has been developed to provide a balance of nutrition, vitamins, and protein in one convenient bar and will be available exclusively for retailers to purchase through Epicurium until January 2024.
As one of the wholesaler’s strongest performing ranges of 2023, the extension of the offering from Huel demonstrates the consumer interest in ready-to-drink complete meals and the continuous movement of industry trends on the back of the shopping behaviour of Gen Z.
Speaking on the news, Epicurium’s Managing Director, Ben McKechnie, commented: “Huel is a rapidly growing brand that has quickly established itself as one of the key players in the functional and healthy snacking category, and is a brand that we enjoy a very strong relationship with. 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, commented: “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.”
The Complete Nutrition Bars are a further embodiment of Huel’s mission to make nutritionally complete, affordable food with minimal impact on animals and the environment. Available in Chocolate Caramel and Peanut Caramel flavours, the Complete Nutrition Bars contain 26 vitamins and minerals, are vegan-friendly, high in protein, low in sugar, and are HFSS compliant.
Epicurium’s full range of Huel products can be found here.
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