Huel

The “de-powderization movement” is underway at Huel, as the British meal replacement brand reaches into the red-hot greens category for its next and widest RTD release.

The protein-in-everything trend has flared up at times over the past decade, but current conditions — with tailwinds from health and wellness now supercharged by the arrival of Ozempic and GLP-1 drugs — only seem to be growing more favorable.

In this week’s new products roundup, Wildwonder partners with at-home manicure kit maker Le Mini Macaron on a cross-branded collaboration, Red Bull gears up for warmer weather with its latest Summer Edition, and Olipop relaunches Orange Cream as a permanent option.

Plant-based nutrition brand Huel has closed a $24 million funding round led by private equity firm Highland Europe and featuring investment from Idris and Sabrina Elba. The round now brings the U.K.-based company’s valuation to $560 million.

Wellness aficionados know you are what you eat. But now, Huel is hoping consumers will also wear what they eat. Last month, the U.K.-based protein and meal replacement beverage maker announced its latest product line, Huelwear, a sustainably produced fashion line featuring animal-free clothing.

Last month, four meal replacement beverage makers — Soylent, Keto & Co., Huel and Après — announced new products and brand refreshes that play on rising trends such as brain function, keto and better-for-you functionality.