Huel has rejected the status quo for a new brand. It has abandoned target audiences, rejected niche appeal and advertises its products purely on social over traditional means—to enormous success. So how does a brand go from start-up to household name without all of the above? In episode 039 of Social Minds, we're joined by founder and chief marketing officer of Huel, Julian Hearn. In this, Julian reveals how one-to-one communication with customers, an intuitive paid social strategy and the knowledge that no success is permanent has the likes of Forbes, The Telegraph and The Guardian calling Huel "the food of the future".