That seems overly critical/harsh. Despite its success, Huel is still a relatively small company logistically and even major brand owners rarely do simultaneous global roll outs of new products – whether this is for test marketing or supply/distribution reasons. Huel in the UK also has - and actively recruits - native language speaking customer engagement staff for many countries in the EU, so to suggest that the EU market is being treated in some way as a second class customer is very disingenuous.
Every business has roadmaps and business plans for multiple markets and to give all markets equal priority and access to full product ranges is a huge undertaking. Look at Apple for example – a trillion dollar business – that only managed a true global simultaneous (hardware) product launch in 2019, after many years of doing staggered releases.