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Tue, 29 Sep 2026

Tue, 29 Sep 2026 Huel ad banned for suggesting its products could replace all conventional food

The advertising watchdog said that viewers could assume from the ad that replacing all normal food with Huel was "nutritionally appropriate".

* Huel advert banned by Advertising Standards Authority (ASA) for suggesting its products could replace all conventional food
* Ad featured Spencer Matthews sharing anecdote of person who "only eats Huel" and won a 260km race
* ASA ruled that viewers could assume from ad that replacing all conventional food with Huel was nutritionally appropriate and compatible with elite physical performance
* Huel said the advert was not promoting replacement of all meals with its products, but rather as part of a balanced diet for occasions when preparing whole food is not practicable
* This is not the first time Huel has landed in trouble with the ASA over similar claims
* Huel has been bought by French conglomerate Danone and is valued at $5.9bn (£4.4bn)