Introducing v3.1 🖤

Coffee is great for me because, as others have said, it is less sweet than the other flavours. Even original I find too sweet.

Fiddling around with unsweetened and unflavored, I could never get something I liked.

I have tried the Coffee Caramel black and didn’t care for it, so I hope that this change won’t make them too similar.

I am ordering as much Coffee as I can before it goes away…please do not change Berry as that’s the one other flavour that’s not too sweet.


How do you determine that the changes have come from the majority and is in fact something that people care about or need or want, most of the time let’s be honest you don’t ever hear from people that are perfectly happy with a product, you hear from people who take issue or don’t like taste etc. so how do you determine if the change is something that will appease the masses or do the opposite, if 10 people don’t like a taste or texture is that worth changing the entire thing to improve on if you had say 7million other people happy with it.
I guess when you see endless versions and variations being chopped and changed and things added taken away…I can understand improving a product but I can’t help but feel like you change or try to improve certain products for the sake of it & very often to the excess, and does that alone as a company not cost you more money, you invest time and money getting something to a certain point and then change it again instead of certain people liking something and certain people don’t, then you change & the ppl that didn’t like it do and the people that did like it suddenly don’t, kind of an endless merry go round not for a huge amount of gain in my opinion.
I dunno with a product like huel and the price of it you spend quiet a bit of money as a customer finding a flavour of black/white etc getting one you do like and could keep drinking for the next 5+years no issue…then it gets changed…then you have to start the process again either not liking the new version or then having to cycle through flavours or editions tryna find one you do.
I guess as a consumer I get baffled by the endless versions because even if I did find I liked 3.1 I just know in 6 months or 12 months there will be a 3.2 appearing somewhere.


Interesting points there about changes. I tend to admire a company that’s regularly trying to make improvements, even if they don’t always please all of the people all of the time. Like I appreciate innovation and development rather than stasis and predictability, or even complacency… I suppose it depends on how curious we are to try different things, or how much we like sticking with the familiar. Different strokes for different folks.

Hi @Rafi_Clang

as @rikefrejut said, you might be confusing pro- and prebiotics. MTCC 5856 is a probiotic and will not be present in v3.1. The naturally occurring prebiotics fibre will be plentiful.

Listening to you guys on the premium line idea :slight_smile:


I’ve just done the same thing regarding ordering as much of the coffee as I can. Sad times when you have to panic-buy & hoard the post-apocalyptic food in a non-post-apocalyptic setting. :sweat_smile:

Thanks again, @JamesCollier for at least listening to the feedback. Much appreciated.

You guys are experts in your products, no doubt about that. But, as a marketeer, I wanted to create a table for a potential reshuffle in Huel’s line of products for Huel Powder, in the hope that it can be simplified.

£2.49 per meal
(The Original)
£1.99 per meal
£0.99 per meal
Protein Options High in Protein
Balanced Low in Protein
Carb Options Low Carb
Balanced High in Carbs
Gluten Options Gluten-free
Contains Gluten
Contains Gluten Contains Gluten
Essentials 26 vitamins and minerals 26 vitamins and minerals 26 vitamins and minerals
Prebiotics YES YES NO
Probiotics YES NO NO
Antioxidants YES NO NO
Artificial Sweeteners NO YES YES
Batch tested by Informed-Sport YES NO NO
CO2 Offset Add-on Included Optional Optional

In the table above, Protein, Carb and Gluten are given as an option for the customer to select.
Also, a new option named “CO2 Offset” is added to the Standard and Essential products, in which the customer can choose to contribute offsetting the product’s carbon footprint. I am assuming this would be just a few pence per order ( but don’t quote me on that :slight_smile: )

The Premium Line should ensure that the ingredients are the best the money can buy. It’s not for everyone, it’s not a mass market product. It’s the Apple Studio Display of Huel Powder. It’s the Mac Pro of Huel Powder.

Just my two cents.


It’s impossible to have Huel without prebiotics, because they are part of the carbs used in the powder.

It’s also impossible to have Huel without antioxidants, because they also come from the carbs.

The informed-sport tests are pointless for everyone unless you’re a world-level athlete where your trainer requires every single food item (including apples at a grocery store!) to be tested for performance-enhancing drugs. No need to have it be a default part of any premium line.


I don’t like this as a customer at all. I’ve been using Huel on and off since the beginning, and I’ve always trusted and used it as I’ve bought into the brand. I could go in Holland and Barret and get their equivalent or lots of other places, but I’ve always trusted for the product type, Huel is the top of the line.

But when you see the company is prepared to remove ingredients, and an ingredient previously claimed might help against certain illnesses, in the name of emissions, that’s crazy.

It’s crazy because the UK as a whole is responsible for just 1% of global emissions. Now Huel is just one small company in the UK, if huel saves 15% of its emissions, this will have zero impact on the environment, it’s like a grain of sand compared with every beach on the entire planet. I know companies love to push the ‘green’ marketing to consumers, but I think your consumers would rather the old ‘nutrition first’, which has clearly fallen at the way side.


This is tragic.

Fair, but I’m just going to add my voice here - I’d rather there were incremental price increases in line with inflation, than reducing the quality and keeping the price the same. Hope you guys will consider this too!

Tragic indeed.

Just because Huel can’t impact the environmental crisis to any greater extent than is possible right now given its market share, it shouldn’t bother and we shouldn’t care.

That’s depressing.


That’s why I made a poll regarding this:

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Not at the expense of product quality no, It’s devaluing a product to look good for marketing.

The VAST majority of emissions is agricultural, military, mining etc. It’s not companies like huel, it’s a worthless pursuit to think otherwise.

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Nutrition wise, it’s not better at all is it. You’ve taken things out. It’s cheaper for you to make it this way isn’t it, let’s not make out there’s any other reason for taking things out that are of a nutritional benefit.


Yes, they produce all of their raw ingredients using Star Trek food replicators – not grown, harvested, processed and shipped from various locations around the Globe at all.


‘I know companies love to push the ‘green’ marketing to consumers’
‘It’s devaluing a product to look good for marketing’

Denigrating Huel’s efforts to reduce harmful environmental impacts as ‘marketing’ seems absolutely desperate. The most responsible companies make changes for more urgently consequential reasons.


Huel was already an amazing product for the climate, so while further reductions in carbon footprint are admirable, please consider the indirect carbon footprint of losing so many loyal customers with these changes, since you are giving them a lot of strong reasons to leave and very few reasons to stay.

The company has decided to give us no other option (at least if we do not want to, or maybe can’t for health reasons, switch to the lower carb black edition) but to consume a product that is without question of poorer nutritional quality and, in my opinion, no longer nutritionally complete after the removal of probiotics and lycopene. I think this reflects very badly on your brand, especially because you are charging just as much as before for worse nutrition.

Furthermore Kombucha and acerola cherries, although not essential, were healthy and indeed welcome and I am sure they encouraged a lot of people (I know of some) to try out the product and end up becoming long time users.

For customer retention, please consider keeping something in the same spirit as the previous formula (v3.0) available at a price that is sustainable for the company.


Acerola cherry has better bioavailability and tolerability as a source of vitamin C than ascorbic acid. So this was not just a nice optional ingredient. Would also be interesting to know if alternatives such as Pureway-C were considered when deciding on the 3.1 formulation. This has similar bioavailability and tolerability to acerola cherry but should cost much less and keep the carbon footprint low. It has also been tested in several studies.

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The guy’s only been in the job for a week or two. Nothing to do with him.

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It’s not something we can share at the moment as we’ve been doing a lot of work behind the scenes. Bear with us as we have some exciting news to come regarding sustainability!

Great question. We have an entire team called Customer Insights who’s job it is, is to collect reliable data and analyse it. This includes sending interviewing existing customers and people who have never bought Huel.

We also have a Sensory team who test every change that we make to understand if people can detect these differences when they blind taste a product.

I can understand your frustration Tracy. @Tim_Huel is still mourning the loss of Huel Granola. So much is changing outside of Huel that all these factors need to be balanced to try and keep Huel the same and to be the best that we can be we also don’t want to stand still.

All our products are nutritionally complete and this hasn’t changed, @JamesCollier wrote a great article explaining our definition of nutritionally complete.

Without using expletives I would recommend getting nutritional advice from somewhere other than Huberman. The study linked does not suggest that high fibre intake reduces gut microbiome diversity.

Thanks for your feedback. I think this is an interesting point and something to consider is just how much ingredient costs have increased e.g. oats

Thanks Jack, I’m not sure this would work for us though! Black Edition is defined as being lower carb and high protein so this is pretty fixed. Essential is also not low in protein (20% of calories comes from protein) it’s just lower than the rest of the range, a small but important difference I think.

All Huel powders contain prebiotic fibres, this won’t change as they’re naturally occurring from the main ingredients and the same is true for antioxidants as vitamins C and E have antioxidant activity.

This is a really poor take. Add up the emissions of all the countries that emit less than 2% each and they emit more than China, imagine if all those countries decided to do nothing. As I’ve said elsewhere to be a healthy individual you have to care for the climate. You can eat the best diet in the world but if the environment goes to shit so does your health.

This is a fair point. I will say just looking at vitamin C that we’ve found ascorbic acid is equally beneficial as the natural vitamin C found in wholefoods.

I’m not sure this is true, would you mind sharing any sources you have on this? The EU doesn’t have a tolerable upper intake for vitamin C, regardless of source and this study states " all steady state comparative bioavailability studies in humans have shown no differences between synthetic and natural vitamin C, regardless of the subject population, study design or intervention used."

As quickly as David works he can’t work that quickly!

Apologies to anyone if you feel I haven’t replied to everything you said/asked; I had a lot to get through! I also want to repeat what @JamesCollier said last week “We’ve not done as good a job with our comms on this as you should expect from us. Some of the changes highlighted have made Huel v3.1 look less favourable.” I know this has created some of the issues above and we will do better next time.