Huel, a leading complete nutrition brand with over 500 million meals sold worldwide, launches its inaugural Limit Seeker Fund to mark the company’s 10th anniversary. The £100K fund is designed to inspire ordinary people to conquer extraordinary personal goals and achieve the seemingly impossible.
Open to applicants across the UK from today (3rd April 2025), the chosen Limit Seekers will receive personalised sponsorship from Huel based on the scope of their challenge. In addition, each Limit Seeker will be provided unlimited Huel products (on average £6,000 per month, which will vary based on challenge length) and bespoke guidance from Huel’s nutrition team, led by co-founder James Collier, a Registered Nutritionist. Funding will be provided to individuals undertaking their challenges from August 2025 onwards.
Inspired by Russ Cook’s incredible feat of endurance and determination, the Limit Seeker Fund was established to empower individuals to conquer their most ambitious challenges by addressing the critical barriers to success of funding and mentorship. Last year, Russ Cook, also known as “Hardest Geezer,” became the first person to run the entire length of Africa, a gruelling 16,000km journey spanning 352 days from South Africa to Tunisia, consuming over 500 Huel meals. Now, after a new challenge, in March, he will be running for 10 weeks, the full length of New Zealand.
Founder of Huel, Julian Hearn, explained the inspiration behind the Limit Seeker Fund: “Since the early days of Huel, people have always reached out to me looking for support to fuel their passions and achieve big things. I’ve always respected anyone who throws themselves into something and goes all in – that’s a big part of how we built Huel. We’ve been there, grafting, so we know what it takes. We are 10 years old now, and we just want to give something back. The Limit Seeker Fund is all about supporting people doing big things that truly excite them, stuff that takes dedication and pushes their limits.”
Russ Cook “The Hardest Geezer”, Huel Ambassador, said: “I’ve seen a fair few challenges in my time and met some incredible people along the way. I’m honoured to inspire others to push their limits and mentor them through Huel’s new Limit Seeker Fund. It’s not always about how fast you cross the finish line – it’s about resilience and the belief in yourself to push your own limits. I’m excited to meet our Limit Seekers and see them through their journeys over the coming months.”
The Limit Seeker Fund is open to UK applicants only who can apply by filling in an application on Huel’s Limit Seeker website. Applications close on 9th May 23.59 BST, and the recipients of the fund will be announced in July 2025.
