Message from Julian - we’re introducing some price updates - please read

Huel updates
33

I’ve just started with Huel and so far only on ready to drink. Sainsbury was my friend initially at £3.50 a hit but I signed up and the savings were significant. I’ve tried chocolate, banana and Vanilla and I like them all… but Vanilla is the business and I love the texture, taste and knowing what calories and nutrients are going in and its supporting my training very well.

I can understand why for some the price increase is a real hit, but I’m very happy so far and intend to stick with it all the time it works for me….I just need to broaden my horizons beyond ready to drink…but it keeps hunger at bay and is very convenient.

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34

I can’t speak for the UK but I know in the US, grocery prices have jumped significantly since the pandemic kicked in 2 years ago. Where I am in the world, thanks to lots of foods being imported, I would say an equivalent grocery cart is costing me roughly double what it did in 2019 now (worst I had was two carrier bags of groceries and two six packs of drinking water costing me about £200). So while price increases are never welcome – I would say it’s hardly surprising either. Given the other options I have – even with these new prices, Huel still makes good economic sense on balance for me.

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35

Basically the price has increased here in the U.K. due to Brexit, now they have to pay as they are importing ingredients/goods from Europe etc and it as to be paid at customs making it more expensive, transportation and taxes wise.

36

I’ve not seen any mention of Complete Protein in the price changes. Have they avoided the jump or are the changes there to come?

37

I believe the majority of their raw materials come from and/or processed in Canada or various Asean countries. However as you say, post Brexit even trade and customs agreements with these countries were with the EU not individual states so will have been nullified for the UK.

Basically - food production and distribution has just gotten a lot more expensive for a lot of reasons during the pandemic. While it initially dropped in the early days, it has since sky rocketed. the chart below shows the global index from 2018 through 2021 and shows the increases almost up to 130% of the level for the previous measured 3 year period.

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38

We’re gutted to hear this and hope you’ll reconsider, but we also appreciate that affordability is key. We still believe Huel is affordable, especially when compared to other convenient and nutritious options.

Of course meal prepping is more cost-effective, we don’t begin to suggest Huel is more cost effective than batch home-cooking (it can be, depending on what you’re comparing against, but we’re not here to replace this if you are someone with the time to do this for every meal). The convenience of Huel plays in here and still does, we hope that you will see this in time.

Appreciate you are frustrated, but Cam wasn’t citing McD because he thinks we are comparable products for nutrition, environment or consumers. Cam was citing them because they’re a massive brand who sells food and also has increased their costs, and more than we have. There are plenty of articles which show the same, it is really unfortunate, there is never a good time for a price increase and we are truly sorry and sympathetic to you all.

That’s not true, that number doesn’t include distribution costs, cost of getting the raw materials, people getting paid, marketing costs. It’s an easy narrative to create, “Huel just want more profit”, but we actually turn very little profit, and for a few years have made losses (all published in our reports). However, that narrative becomes more difficult to make when it’s been so widely reported that the cost of everything has increased, not just from inflation either.

Thanks for the post @Taliesin, great to see you back on the forum, even if it was this post which brought you back! Just for clarity, there was a price increase in December 2019 when we released v3.0. That was our first one.

No shrinkflation, pouches have always contained 7000kcal per pouch. You might be thinking of when we removed a decimal place and a new formula meant there was 40g less in a pouch. More here

Your comment about your vintage cheddar treat each night has made me smile, it’s the small things right?

We really appreciate this. We will always focus on nutrition and quality. It’s cool that your dietitian thinks the same.

Thanks @BigCat10, glad that you aren’t too hit by the price updates, but obviously everyone is different here. Definitely branch out of just ready-to-drink. You won’t be able to replicate the smoothness of RTD with powder but do check out the powder and blend it/chill it as it is smooth, but just not as smooth!

@m.rabbich Complete Protein wasn’t increased in price, we can’t see what is around the corner, but it won’t increase this time.

As has been pointed out here, prices of food, shipping, delivery, raw materials have increased massively, this is a global economic issue, not down to one issue. If Huel are going to be around for a long time we need to adapt, we hope you will continue on this journey with us because as J said, the best is yet to come. We’ve got some incredible products and flavours coming.

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39

Its a big jump percentage wise tbh however prices are gonna rise everywhere for alot of things. Its still cheaper and more convenient than buying a lunchtime sandwich for me.
Price increase may stop new comers esp as huel dont do samples.

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40

Julian founder of Huel here.

I’m sorry we gave had to put prices up

To give a bit more context… Huel made -10% ebitda profit in f2018 and -1.6% profit in f2019. So you can see that we are not a highly profitable company.

The costs of ingredients, energy, and especially transport have increased dramatically. For example to the cost of international freight has increased by over 800% at their peak and they are still dramatically higher than pre covid so I can assure you that 15% in our price doesn’t even cover all the price increases. Our margin will be lower this year compared to last year.

So I do apologise for have having to increases prices but it’s a necessity.

What I can say is that in the background we have been negotiating hard and resisted increasing prices for as long as possible. Plus I have a few ideas up my sleeve for how we can make improvements in the future. I hope you understand.

Love J x

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41

Tim_huel wrote “We’re gutted to hear this and hope you’ll reconsider, but we also appreciate that affordability is key. We still believe Huel is affordable, especially when compared to other convenient and nutritious options. Of course meal prepping is more cost-effective, we don’t begin to suggest Huel is more cost effective than batch home-cooking (it can be, depending on what you’re comparing against, but we’re not here to replace this if you are someone with the time to do this for every meal). The convenience of Huel plays in here and still does, we hope that you will see this in time”

Tim,
I’ve just ordered a sample from a competitor. They charge £50 for 4 kilos of their vegan complete meal replacement. Huel are going to charge £63 for 3 kilos !!! I’m a big Huel fan, used it for many years but you’ve just priced yourselves out of the market.

Huel is good, but it’s not that good.

42

When I tried Huel Bars for the first time, I didnt really like them (due to taste, texture,…). This changed a bit after I ate few of them, but I never really enjoyed eating them, they were just a healthy snack, something to fill my stomach before lunch. Then I have found a product from the competing brand, which costs 2.1€/400kcal and the flavour profile is just much better in my opinion - even my mouth starts watering when I open the packaging. With the price increase, Huel Bar costs 1.6€ more per 400kcal than the competing bar, so it is basically a no brainer for me.

I have to think about H&S. While it is a healthy instant hot meal, the price per 400kcal is comparable to the price of prepared meals you can order, receive in tupperware and store up to a week in the fridge. Maybe I will still order H&S for emergencies, but with the price increase it costs almost the same as prepared meals, so I will most definitively not eat it regularly.

43

Without soy and/or sweeteners? Can’t find a Huel alternative.But I’m probably a small minority.

44

I know that “convenience” is a point you are pushing heavily and when I was working in the office five days a week, Huel made sense and buying it when I did was affordable.

But, things have changed. I’m at home 3-4 days a week and batch cooking a simple stew or making a salad has become enjoyable.

45

Looks like my time with Huel will be sadly ending. I used to have oats blended with protein powder, banana and a teaspoon of peanut butter for breakfast/quick meals but when I tried Huel, I liked the convenience/quickness so I didn’t mind paying more to do this way. But a near 14% increase is too large for me to continue to justify the price just for convenience.

I’ll probably stock up at the beginning of December and then go back to my own blended shake. Especially now that I work remotely most of the week so I have the time to blend all the ingredients.

46

I understand the increase.
It’s not great as money is about to be squeezed (baby on the way) and it’s still not a bad price for what we get.
Thanks for being up front about the increase and giving us a chance to get an order in before the price goes up

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47

A sad day for me, my next order will have to be my last. The previous pricing of Huel was already just outside my comfort zone, as I have huel for about 80% of my meals. I’ve done some maths with the new pricing and just can’t make it work for me.

I’m sure you’ve thought this through and I hope it works out for you.

I have reduced mobility, cooking is very time consuming for me, so I’ll be back in the very unlikely event of my financial situation drastically improving.

All the best

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48

On one hand, 14% is a pretty large increase, but I bet that groceries have increased by that much in stores - I see my regular Danone Actimels going (in the last 2 months) from 449 Ft (local currency) 579 Ft (22%) and the brand of coconut milk I use from 599 Ft to 749 (20%).

For those who decide to give up on Huel - hasn’t your “cooking costs” increased too? I think the answer is that it still comes out cheaper, but interested to hear others.

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49

Hi Mollaka,

I take your point but Huel wasn’t cheap to begin with. This price increase has tipped it over the edge

50

Point taken Patricius - I liked Huel black because it contained stevia … but the price is too high now

51

Reading most of the comments I don’t think its the price increase thats the issue it’s the % of the increase itself. I’ll still continue with Huel because I see the benefits however, I will be buying less due to this increase because it’s now over my shopping budget allocation. I am sad by this especially the Hot and Savoury which I have been using for months now. I don’t think I’ll be buying the bars anymore now.

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52

I can’t speak for others and I’m quite a savvy shopper, if I was honest I would say my weekly shop has only gone up 5% maximum!