This is a shame. I just started using Huel and was very surprised at how good it was. All of the products. It also seemed to have a very good moral compass and they’re completely turned their back on that it seems.
I have now unsubscribed and couldn’t put my reasoning as to why because of a very convenient bug that people are now pointing out en masse. Not a good sign already.
I’ve read Mark’s replies and I want to be straightforward.
Every response leans on “no changes planned,” B Corp status, or Danone backing plant-based being positive. But:
- “No changes planned” is about today’s roadmap, not a binding commitment. Once the current administration is paid out over their deal - things can and will change drastically. They’ve left this intentionally open on Reddit.
- B Corp doesn’t govern individual product formulations, pricing, or ingredients
- Danone earned 52% of its 2025 revenue from dairy and has a well-documented environmental record that includes being named Indonesia’s top plastic polluter. After Huel started as the little engine that could that wouldn’t hand out free samples because they didn’t want to increase carbon footprint. To now being in bed with Indonesia’s top plastic polluter. What a rough fall.
What would actually keep me as a customer:
- Binding formulation covenants that Huel stays vegan/plant-based
- A commitment to communicate any ingredient changes to customers before they happen
- Transparency on CEO tenure and what governance protections exist post earn out
If none of these were negotiated into the deal, just say so. Customers deserve to make informed decisions rather than be managed with PR talking points. I understand Huel needs the bag and they deserve it. No one is discounting that fact.
The way it is happening is not it, bro. Huel, and its customers, deserve so much better.