35p from B&M apparently.
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All very vague, people are vague when they want to hide things
Top secret recipe?
Why is it top secret? Any of your competitors can easily make a cinnamon flavoured anything. You telling us what kind of cinnamon is used has no reason to be kept “top secret”
I am certain if you used genuine cinnamon in good amounts it would be a direct part of your marketing and would be shouted from the rooftops, instead it’s being shrouded in secrecy
Id say it’s clear, you have released a new flavour using your normal flavouring methods and are now chancing your arm by adding another price increase, likely because the other price increase was accepted without much push back so you are trying a second one.
Thanks for replying
When I first got into consuming liquid powder for my meals I never imagined I was entering into a world of drama and mystery.
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Don’t enter a thread about the pricing if it’s boring to you
Yes it is a mystery, a mystery why after a £7 price increase we have a further £2 increase per bag, sneakily stuck on a new flavour, and the reason it is a mystery is because Huel is choosing to be “top secret”
This is not true. As stated we use more premium cinnamon. Nothing we say on here is a lie - Dan, Tim, myself, and anyone else are as transparent as we can be, and a lot more transparent than other companies. We appreciate your interest in wishing to learn more but sometimes we just can’t disclose everything.
My hands really are tied discussing further as the team do not wish to disclose any further information publicly. Thank you.
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“More premium cinnamon” so as joked about earlier, it could be the Tesco 80p version instead of the 35p home bargains version, that would be a “more premium cinnamon”
So that’s a nothing statement
If I asked you about other ingredients like your oats for example, what type of oats and where you get them from etc, you would answer that no problem infact you answer it in depth on your site
I ask about the cinnamon though and it’s “top secret” and " the team don’t wish to discuss it further"
Says it all really
Why are you here then? All you seem to do is have a dig. A few months ago you were trying to argue that the Huel formula is so simple and basic that James knocked it up one evening while having a beer and watching James Bond. It’s very easy to look at something when it’s finished and say “oh it’s only this that and that thrown together” but you completely overlook all of the effort needed to arrive at that final solution. I produce engineering drawings for a living. I can recreate someone else’s final drawing in a fraction of the time it’s taken them to go through the design process to arrive at their final drawing.
Oats are oats, they are a single raw ingredient. Publishing information on the source of the oats isn’t harming the IP of the company. Contrary to what you believe creating the cinnamon flavour would have involved a bit more than someone from the kitchen walking down the shop at lunch and buying a jar using petty cash. The cinnamon flavour is going to be a formula of multiple ingredients including cinnamon that would have taken time and money to develop. Sure, a competitor can create their own cinnamon flavour if they spend their own time and money developing it. But why should Huel publish their recipe for competitors to copy or use as a reference just because some people want it justifying to them why it costs £2 more than a different flavour? If you think you’re being scammed then don’t buy it.
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+1 on Coups comment.
I think it is time to take a deep breath and accept reality regarding this price change. Everything is getting more expensive at the moment and that sucks of course but complaining about it doesn’t help much.
I would love it if Huel was cheaper and I’m sure more people would buy it then but for me it is still worth the cost considering what I get and the alternatives.
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Have a Kitkat, @Rubyrails 
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Let me add to Cam’s comments from the Technical/Nutrition side.
The composition of flavourings are confidential. We work with flavour houses as detailed in this article and their entire business is based on their flavour formulas. It’s trying to avoid that scene in Charlie and the Chocolate factory where the other companies start creating copies of Willy Wonka’s recipes.
I get that if you look across to other ingredients that the information appears more limited, because it is. However, the amount of information we make public on flavours is consistent and you can see this in previous product releases/employee posts.
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I think what it kind of comes down to is the price difference wasn’t mentioned when it launched and feels a little like it was just snuck in, and it also doesn’t seem likely that a premium flavour profile would add £2/bag.
I’ve bought a few bags and really like it and will continue to buy it, but I can understand why some may be put off.
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As stated by Huel, they work with flavour houses. Huel doesn’t create anything, they task a flavour house to make a cinnamon flavour. I could do the same thing Huel did tomorrow…
It’s not Iike this is a new original flavour, it’s cinnamon, many many brands have cinnamon flavour products (which have no price difference btw)
If you apply logic, the likihood is they just use normal flavouring like they do with everything else
Having a miniscule amount of cinnamon offers no benefit (otherwise huel would be shouting it’s benefits in their adds? @Dan_Huel why aren’t you telling us about the health benefits of the cinnamon you have added? Id wager it’s because the quantity of real cinnamon is such a microscopic quantity that it can’t offer any health benefits. There may be a speck of cinnamon dust in it so they can say oh we have real cinnamon in there give us another £2 a bag, but the flavour will come from their usual flavouring method that they use for all their powders.
You would love it to be cheaper yet when they do things like this you just go, oh ok then
That give huel confidence to do it again, what you will see is continued price hikes. If nobody said a single word about this new flavour price hike, Id bet that evey new flavour that come out would be at the new price under the guise of “we are now using a more premium flavour system”
Wake up people
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“Wake up people” - you are an internet troll and I collect my £5 
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Gotta wonder if Huel’s next new flavour will be another extra-expense option?
I expect prices only ever move in one direction. 
Can’t blame the company, their business is making money of course, but if there’s to be variety in pricing of flavours it’d be encouraging for customers to have cheaper options alongside the more expensive ones.
Hard to believe all flavours besides Cinnamon Swirl cost exactly the same to produce, so if we pay more for some flavours it’d be nice to pay less for others.
Pricing which appears fair and reasonable to customers is an absolute essential. It’s risky when doubts begin to creep in.