Huel adverts that suggested its meal replacement shakes could save people money on their food bills have been banned for being misleading.
One Facebook ad claimed that "Huel helps keep money in your pockets". However, Advertising Standards Authority (ASA) said that Huel did not show its products were cheaper than traditional food.
A Huel advert which ran on Facebook in August and September 2022 claimed that Huel "helps keep money in your pockets", adding that a month's worth cost less than £50.
A second advert on the firm's website also claimed that Huel could help "save money on food".
"The ads were seen at a time of worsening financial crisis, during which increasing energy and food costs, as well as rising inflation, were having a significant impact on people in the UK," BBC quoted a statement from ASA.
The watchdog ruled that Huel didn't make it clear enough that the £50 claim was based on having one meal replacement per day.
The firm, which has pulled the ads, said it took its advertising responsibilities seriously.
Huel said it did not believe the ads were misleading, and "regretted any confusion that may have been perceived by their ads". It added that the £50 claim was made on the basis of having 34 Huel meals per month, at a cost of £1.51 per meal. This was mentioned in text at the bottom of the ad, albeit in a way the ASA found unclear, BBC reports.
The firm said it had never claimed Huel shakes should replace all of a person's meals.
Huel was founded by entrepreneurs Julian Hearn and James Collier who named it by combining "human" and "fuel". It claims when mixed with water its powders provide "complete nutrition", are a healthy alternative to traditional meals and can "help you lose, gain, or maintain weight".
