We’re in the middle of sending emails to our subscribing customers so don’t panic if you haven’t received one yet but before this spills out onto Reddit I wanted to come on and address this with you all.
From the 3rd April we’ll be increasing our prices ever so slightly across our product ranges in our UK and EU markets. The increase ranges between 7p - 14p per meal. This allows us to actually remain inline with industry inflation level.
Why are you increasing prices?
I’m going to be as open as I can to address all your concerns and queries regarding this but want to get into some details to why first. Of course we are all feeling a pinch in our pockets recently with the general cost of things going up around us, unfortunately we are experiencing this also. With rising costs of supply chains, ingredients and delivery, we’ve had to make a slight adjustment to our prices to reflect this.
A price change is never great, right? So we’ve done everything we can to try and ease the increase as much as possible. This does apply to not only our UK market but also to our European markets we serve. The same difference will apply in your respective currencies.
A change in delivery costs for UK, Polish and German customers.
We’ve had to make a slight adjustment to our delivery costs also. If your order comes under £45 you’ll see an increase in delivery cost from £4.99 to £5.99, this is inline with the updated delivery costs on the 17th March 2025. As I mentioned this isn’t just for the UK it’s also for our Polish and German customers. You’ll see this change reflected in your respective currencies.
Price increases are never easy so I’m on hand to answer any questions you may have. Just a reminder that you can make any changes or adjustments to your subscription via your account area just by logging in on our page. Alternative any questions you might have feel free to drop them down below and we’ll get back to you with some more deets!
So the new prices come into play from the 3rd April 2025.
If you are a subscribing customer you’ll receive an email shortly which will go into so much more detail with a breakdown. If you do not receive this let me know and I can get some more deets out to you
Someone has to ask… didn’t you just triple profits? (source).
I do get it. Inflation has pushed your costs up and Venture Capital doesn’t want to feel the pinch, other companies are passing that cost on to the customer so you might as well too… but, shipping aside, did you reeeeeeally have to?
The article, combined with this image, makes it seem like we had a great year last year-and we did-but that doesn’t change the fact that we’re now facing rising costs as we head into this year and beyond.
Since the end of last year’s financial year, we’ve had to adjust our prices to keep up with increasing costs. This isn’t a decision we’ve taken lightly. It’s simply a necessary step to maintain our high standards and continue delivering our products to you.
To be open and honest with you, we’re striving to make a difference and become a globally recognized brand that benefits as many people as possible—making complete nutrition simple for both people and the planet. To achieve that, we need to exist. Our goal is to be the leader in nutritionally complete, sustainable products and to make them accessible to as many people as possible.
I understand why it might seem like our current Hueligans are bearing the brunt of this, but that’s not the case.
Oh of course @Mark_Huel. Like I said I do get it - but you could have decided to make a teeny bit less of a profit this year instead of passing the costs onto your customers. I know that’s not a very ‘business’ thing to do, but it was an option.
Outside of subscriptions what’s the change coming to single purchases? Like; if I buy two bags of Huel black, right now that’s £63.30 for 34 meals…
Its worth noting the article you cited is talking about pre-tax not net profits - I think we can remember the period when Huel didn’t pass on inflationary increases to customers for many years, but then had to in one big chunk to try and turn things around which didn’t go down well. Inflationary and/or cost of living increases are never welcome but unfortunately, are also necessary.
We will be seeing increases for single orders April 3rd also. At the moment you pay £31.65 for a pouch of Black edition but the increase will see this increase to £33.90 per pouch meaning your order total will go to £67.80 for 34 meals.
Hope this makes sense but if you want any more deets just let me know.
Thanks @Mark_Huel. I guess I’ll keep an eye on tiktok shop since I see some good discounts crop up in your shop on there; but that’s probably me mostly done with direct purchases.
It’s been a fun ten years being a Huel customer and you’ve definitely had a huge impact on my life, but we’re crossing a threshold in my head where Huel ceases being good value for money.
So disappointing, I think for me it’s pushed the price too high now. Time to look for an alternative I think.
Seems £1.39 per meal is easy achieved else where.
It feels like the last few years expansion in product lines has had a negative effect on just offering what you originally set out to do. Good value healthy meal replacement.
the price increase was expected - everyone is doing it plus i got the email over a month ago and just thought i’d deal with it before my next subscription order was dispatched. the price change wasn’t enough to put me off off my subscription.
i logged in a couple of days ago to bring my next delivery forward and well the website changes have made me cancel my subscription (for now at least).
i very much liked the “singles” when ordering as i was able to add a single of something i wanted to try before having to buy a whole box. this month i wanted to try out a different RTD flavour and order a few singles of the meal pots to try .. but singles have been removed
(yes i see selection boxes but the selections in the box are mostly awful which is why singles were probably one of the best things until they were removed)
I have to agree completely with the website changes. The new design I find is atrocious, particularly on desktop. Everything is now more time-consuming, frustrating, non-functional, less intuitive and will ultimately make me spend less.
How anyone could look at the new desktop site and think “Yeah that’s good” is mindblowing. On every page there are things that make no sense for both a intuitive user interface as well as an interface meant to be profitable and useful for customers.
Feels like an unfinished mobile site ported to desktop with little logic involved alongside the feeling of “We know better than you and want to extract every last penny from you”, leaving endless scrolling past 2 column tiles, everything stuffed into hidden tiles with tiny buttons that require more effort and time, irrelevant and dumb product offerings shoved in your face constantly, editing a subscription now a complicated disorganised mess, massive amounts of useless empty white space, and the one I’m dumbfounded by the most – objectively making people less aware of, and less inclined to spend more money on, a variety of one-off Huel products through an extremely poor and illogical revamp of the previous ‘window-shopping’-like experience.
This new website is great at making me spend less money on Huel, wanting to login less, and ultimately feel more frustrated as a Huel customer. I also cancelled all my subs, but just left 1 for simplicity with monthly essentials and will refrain from logging in and editing them as much as I used to now. Not going down well with people I know who use Huel either.
Interestingly, this is the first big negative comment I have read on the website. I don’t quite get the Blank space on the Hot & Savoury page, for example, there isn’t much empty white space. Maybe this is just a matter of opinions.
These updates are designed to remove all frustrations and stresses to the customer, so the fact that you feel like this isn’t good. In comparison to the old website, do you find this worse? This new website is designed to be slicker, faster and much easier to navigate.
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