Huel ad banned for suggesting its products could replace all conventional food
Summary
An advertisement by Huel for its meal replacement shakes was banned by the UK’s Advertising Standards Authority (ASA). The ad suggested a person could replace all regular food with Huel and still perform well in a long-distance race, which the ASA ruled could encourage unsafe eating habits.Key Facts
- The ad featured Spencer Matthews telling a story about someone who "only eats Huel" and won a 260km race easily.
- The ASA said people might think it is safe and healthy to replace all meals with Huel, which may not be true.
- Huel said the story was not advice or a recommendation to eat only their products.
- The ad showed Huel founder Julian Hearn saying he uses Huel for some meals but also eats traditional food.
- Huel was founded in 2015 and is being bought by the French company Danone.
- The ASA received four complaints about the ad related to health claims and diet safety.
- The ASA ruled the ad wrongly suggested that eating only Huel could support high athletic performance.
- This is not the first time Huel has faced complaints about claims that their products can fully replace normal food.
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