Powdered food producer Huel has announced that James McMaster, the former CEO of Australian breakfast brand Up&Go, has become the new CEO of the company.

McMaster, who oversaw the launch of Up&Go in the UK and was CEO of cereal brand Nutribix, will aim to support co-founder Julian Hearn’s global ambitions as the company says it is transitioning from a ‘startup to an international business’.

Huel was created in 2015 and is a powder made from a blend of protein, carbohydrates and fats alongside a specific blend formulated to provide the recommended daily intake of vitamins, removing the need to eat food, the company says. Earlier this year, the company aimed to build on its year-on-year growth with the introduction of new Flavour Boosts.

McMaster said of his appointment: “This a brave, modern brand with the potential to change nutrition habits globally.

“Huel has a huge opportunity to grow and lead the complete food category space so I am looking forward to working with the team and contribute to the continued expansion of the company.”

“I have appointed James to bring fresh leadership to a talented team,” Hearn explains. “His varied background across consumer brands and e-commerce will stand Huel in good stead to help to continue to grow the business.”