Huel

Huel’s video ad: “For Your Inconvenient Meals”

Running 285 days·Facebook and Instagram·Winner

How it opens

“Huel was never meant to replace real food.”

Angle: Objection

Why it works

It turns a common objection into the premise, so the brand sounds honest instead of defensive, and it carves out a narrow, believable use case instead of asking people to change how they eat. The checkmark list is easy to scan and the closing line is easy to remember. The data shows it has run for 285 days and is still active across 5 placements, so it has likely held up in testing, though the data doesn't say why.

Who it speaks to: Busy people who often eat on the go or at work and who tend to default to junk food when they can't cook.

How it’s built

1. Hook: Admits Huel isn't meant to replace real food, defusing the main objection.
2. Problem: Names the situation of meals away from the kitchen where the usual alternative is junk.
3. Reframe: Introduces 'functional food' as the sensible answer for those moments.
4. Proof: Lists benefits as checkmarks (40g protein, high fibre, complete nutrition).
5. Close: A tagline that splits 'real meals' from 'inconvenient meals'.
6. CTA: 'Shop now' button, backed by '4,000,000 happy customers' in the description.

What to borrow

• Open by agreeing with your audience's biggest doubt, then reposition your product around it.
• Define a specific moment of use (here, inconvenient meals) so the product feels like a smart fit, not a replacement for something people love.
• Use a short checkmark list of concrete benefits so the proof can be scanned in seconds.
• End with a contrast line that sums up the positioning and is easy to remember.

Its words

For Your Inconvenient Meals

Huel was never meant to replace real food. It’s for the meals that happen away from the kitchen — when cooking isn’t an option and the alternative is usually junk. That’s where functional food makes sense. Huel gives you: ✔️ 40g of protein to help keep you full ✔️ High fibre ✔️ Complete nutrition for when a proper meal isn’t available Real meals stay real. Inconvenient meals get smarter.

4,000,000 happy customers

Button: Shop now · Offer: 15% off all recurring orders

What’s said

The transcript

No, she was never going to replace your Sunday dinner, never going to replace your Christmas dinner. We've never suggested it should be 100%, never. But some people have lived like that for quite a number of years. It's very, very unusual. I don't do that. I do go out and have my Saturday night takeaway. I do go out and have meals with friends. I do have a Sunday, Sunday roast. The best use case I have is to use it when you're away from the kitchen. So your inconvenient meals, when you can't make something from scratch at home yourself, what do you do? You can go to a petrol station and buy some, let's call it possibly junk food, or you can eat something nutritious. I see a family meal as the, let's call it entertainment food and social food. I don't miss that. And then during the day when I'm away from the kitchen, I get functional food.

Where and how long

• First ran 29 Dec 2025; still running.
• Run as 6 ads, 6 of them running now.
• Links to eu.huel.com.
• Style: Listicle, Product shot, Text only.