I can not find any information on the VAT of your product. I assume it is 20%.
I was in the process or placing an order to Switzerland yesterday when I noticed that the VAT was not deducted. This is an error in your ordering process. I am not willing to pay U.K. VAT then Swiss VAT and customs in addition.
Your competitors from the Netherlands have this under control
Unless I’m very much mistaken (and I’ve researched this fairly extensively), meal replacement products, at least in the U.K., are zero-rated for VAT.
I had an order delivered to CH. DHL added a further 30chf to the customs fees I had already paid. Huel were very good, but were unable to get DHL ch to refund me so Huel did it themselves (thanks). I think they have now increased the upfront fees to cover this.
Consequently Huel is ridiculously expensive in ch. I bought my last lot when I was last in the uk. Not sure what I will do when it runs out.