Huel ad banned for suggesting its products could replace all conventional food

Huel, the Hertfordshire‑based meal‑replacement brand founded by Hearn in 2015 and presently in the process of being bought by French conglomerate Danone, has had its latest advertisement banned by the Advertising Standards Authority after receiving four complaints. Two of the complainants also challenged whether the wellness claims in the ad breached the ASA’s advertising code. The ASA ruled that while the advertisement “did not explicitly urge that consumers regenerate each accepted foods with Huel,” it could still be construed “as an acceptable dietary practice.” The authority’s ruling included the exact statement: “By presenting exclusive depletion of Huel in that context, the ads suggested that the implicit replacement of accepted nutrient with Huel was nutritionally due and presented no obstruction to achieving a high level of carnal performance,” the ruling said. The ASA additionally upheld the complaint concerning wellness claims, noting that it determined Matthews’ anecdote about the ultramarathon jock “implied a beneficial narration between consuming Huel and the quality to prolong exceptionally high levels of carnal and endurance performance.” In response to the complaints, Huel asserted that the advert “unambiguously positioned Huel as part of a balanced fare for occasions when preparing full nutrient was not practicable.” The company pointed out that Matthews reacted with “extreme scepticism and disbelief” to the idea of an individual solely consuming Huel. Huel further quoted its own position: “The anecdote was recounted as a singular and unexpected occurrence, not as a typical result or a proposal or acquisition to consumers to replicate.” It added, “At no point in the ads did either speaker suggest that consumers should follow a 100% Huel diet.” This is not the first occasion that Huel has landed in hot water with the ASA over the use of its products as a replacement for accepted food. Additionally, some experts have questioned the effectiveness of replacing meals with nutritionally affluent drinks. Huel told BBC News that it had complied with the ASA ruling, quoting a spokesperson who said, “We do not presume Huel as a full fare replacement or assertion that it improves diversion performance.”