Why are modern men obsessed with self-improvement?
My friend recently met a man on a dating app and went out for dinner with him. When he arrived, the man announced that he didn’t drink. Nothing unusual about that: plenty of young men are abstemious these days. His next declaration was more surprising: he didn’t eat. Instead, he lived off something called ‘Huel’. Huel — an abbreviation of ‘human fuel’ — is a type of powdered food made of oats, peas, flax and rice. I’ve tried it and it is disgusting — gruel, essentially, in smart packaging. But it’s hugely popular: Huel is now one of the fastest growing companies in Britain. Huel is low in fat and high on principle. ‘We live in difficult times,’ says its evangelical marketing bumf.
