Epicurium is the exclusive wholesale distribution partner of nutritional food brand Huel’s new Complete Nutrition Bar until January 2024.

The vegan bar strengthens the wholesaler’s range of functional snack offerings and has been developed to provide a balance of nutrition, vitamins and protein in one bar. It is available in Chocolate Caramel and Peanut Caramel varieties, each containing 26 vitamins and minerals.

It is Huel’s first bar, with the brand having built its reputation as a provider of ready-to-drink meals and protein powder.

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Ben McKechnie, Epicurium managing director, said: “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, added: “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.”

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