Huel Ad Banned for Suggesting Products Can Replace All Food
The Advertising Standards Authority ruled an advert for meal replacement shakes encouraged irresponsible dietary practices by featuring an anecdote of exclusive Huel consumption.
An advertisement for Huel meal replacement shakes has been banned by the UK's Advertising Standards Authority (ASA) for promoting potentially irresponsible dietary habits. The ban came after an advert featured brand ambassador Spencer Matthews recounting an anecdote about an individual who exclusively consumed Huel and subsequently won a 260km race.
The ASA determined that the advert could lead viewers to believe that replacing all conventional food with Huel products was nutritionally appropriate and compatible with elite athletic performance. Four complaints were lodged with the ASA, with two specifically challenging the health claims made within the advertisement.
Huel contended that the anecdote was not a recommendation and that the ad's intent was to challenge the misconception that their products could be a sole source of nutrition. The company stated that the advert "unambiguously positioned Huel as part of a balanced diet for occasions when preparing whole food was not practicable." They also pointed out Matthews' expression of skepticism in the ad as evidence against suggesting a 100% Huel diet.
The advertising watchdog acknowledged that the ad did not explicitly advise replacing all food with Huel. However, it concluded that the anecdote, presented in the context of elite performance, implied that such exclusive consumption was a suitable dietary practice. The ASA also upheld complaints about health claims, ruling that Matthews' story suggested a link between consuming Huel and sustaining exceptional physical and endurance performance.
This is not the first instance of Huel facing scrutiny from the ASA regarding the replacement of conventional food. The market for complete nutrition products, targeting health-conscious consumers with limited time, is estimated to be worth $5.9 billion. Huel, founded in 2015, is currently in the process of being acquired by the French conglomerate Danone.
A spokesperson for Huel stated that the company complies with the ASA ruling and does not position Huel as a complete diet replacement or claim it improves athletic performance.