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Huel Advert Banned for ‘Encouraging’ Replacing All Meals with Its Products
The regulator said the ad implied Huel could replace all conventional food and support exceptional endurance performance.
- The Advertising Standards Agency banned an Instagram and YouTube advertisement by Huel following four complaints alleging the content promoted irresponsible dietary habits by implying the product could replace all conventional food.
- Featuring TV personality Spencer Matthews, the video included an anecdote about an ultramarathon runner who "only eats Huel," which regulators found suggested exclusive product consumption was "nutritionally appropriate" and compatible with high-level athletic performance.
- Because Huel products provide up to 400 calories per serving, the ASA noted consumers would need multiple servings to meet the UK daily intake of 2,500 for men or 2,000 for women, a detail absent from the advertisement.
- Founder Julian Hearn confirmed the company would comply with the ruling, stating they "unambiguously positioned Huel as part of a balanced diet" for times when preparing whole food is not practicable.
- Within a market for complete nutrition products worth $5.9bn, Huel—currently being acquired by French conglomerate Danone—maintains it never suggests consumers adopt a 100% Huel diet, despite the regulatory setback.
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Huel rapped for ‘irresponsible’ Spencer Matthews ad
Huel, the meal replacement drink backed by Steven Bartlett, has been rapped by the advertising watchdog for an “irresponsible” ad featuring Made In Chelsea star Spencer Matthews. The drinks firm, which is owned by French food giant Danone, paid for a video featuring Matthews to be circulated on Instagram and Youtube. Both adverts have been [...]
·London, United Kingdom
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Coverage Details
Total News Sources15
Leaning Left3Leaning Right1Center6Last UpdatedBias Distribution60% Center
Bias Distribution
- 60% of the sources are Center
60% Center
L 30%
C 60%
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