Huel adverts that claimed shakes would help save money on food bills banned for being ‘misleading’

Huel adverts that suggested the meal replacement shakes could save people money on their food bills amid the cost of living crisis have been banned for being “misleading”. One advert, on Facebook, claimed “Huel helps keep money in your pockets” as a month’s supply of the product costs £50, while a second ad on the company’s website said the shakes could “help save money on food”.

But the Advertising Standards Authority (ASA) argued that Huel did not show its products were cheaper than traditional food. The watchdog, which has pulled the ads, said it took its advertising responsibilities “seriously”.

An ASA spokesperson added: “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.”