James McMaster

James McMaster is the Chief Executive Officer of Huel, a leading UK-based brand specialising in nutritionally complete, plant-based food products. Under his leadership, Huel has experienced significant growth, achieving £214 million in sales and expanding its retail presence to over 25,000 stores globally by 2024 .

Before joining Huel in 2017, McMaster held various roles in the food industry. He began his career at indulgent pudding maker Gü, then moved to Ella’s Kitchen, focusing on changing children's eating habits. He later became CEO of Life Health Foods UK, where he launched Up&Go breakfast drinks into the UK market .

At Huel, McMaster has been instrumental in expanding the company's product range and retail footprint. He has overseen the construction of an in-house manufacturing facility in Milton Keynes, enhancing sustainability efforts and production capabilities . His leadership is characterised by a focus on empowering teams, fostering a culture of action and ambition, and promoting a lifestyle centred on health, wellness, and environmental responsibility .

McMaster's approach combines strategic vision with a commitment to innovation and sustainability, positioning Huel as a forward-thinking brand in the global food industry.