Huel has been rapped by the UK advertising watchdog after an online video was ruled “irresponsible” and found to feature unauthorised health claims.
The meal-replacement brand, acquired by Danone in March, has been reprimanded by the UK's Advertising Standards Authority (ASA) for its ads in the past.
In the latest case, the ASA upheld two issues against an Instagram video and an advert on YouTube.
Both spots, which ran during April and May, were in the style of a podcast discussion between Huel founder Julian Hearn and media personality Spencer Matthews.
According to the ASA, Matthews recounted a competitor who completed a 260km Amazon rainforest race, stating: “He doesn’t eat any solid meals ever. He eats Huel and only Huel everyday.”
Hearn replied: “I have Huel for breakfast and lunch during the working week, go home and have a traditional meal. Weekends as well. But during the working week Huel saves time, effort and gives you everything that you do need in the most convenient format possible.”
The ASA concluded the exchange breached social responsibility rules.
It noted the ultramarathon anecdote presented exclusive Huel consumption “in a particularly positive context”.
The ASA said the spots suggested an exclusively Huel-based diet was “compatible with completing and significantly outperforming other competitors, in an exceptionally demanding endurance event”.
The regulator also ruled that linking product consumption to endurance success amounted to a specific health claim not authorised on the Great Britain nutrition and health claim register.
Huel defended the material, arguing the dialogue was designed to address misconceptions and discourage consumers from relying entirely on its range.
The company maintained the race story was shared as a “surprising and unusual” anecdote rather than a performance claim.
Huel acknowledged explanatory wording defining “nutritionally complete” was omitted due to an oversight.
It stated it is rolling out mandatory compliance training for its marketing department and strengthening internal review processes.
The ASA ruled the adverts “must not appear again” in their current form, warning Huel against encouraging exclusive consumption and making unapproved health claims in future campaigns.
