Mike Jeavons - YouTube week on Huel

[Terrobility]

@Phil_C Yes, I remember the sample pouches. This is why they stopped them:

@Tim_Huel

For a long time we offered a one-shot sample of 100g for £4, but we consistently got reports and feedback in surveys that it was horrible, lumpy etc. People were putting it in a glass and mixing with a fork, accidentally using warm water or simply not liking the Vanilla flavour. These are not good experiences and not what Huel is at it’s best. We know you need cold water, a good shaker and the knowledge that you can add your own flavours, our flavours, mix half vanilla and half UU and that it just takes some experimentation.

We even did for a shorter period of time as a test a £5 bundle that included 3 x 100g sachets, plus a shaker. But still these reports came in - it simply didn’t work.

But bear in mind these were one-shot samples. They could give it another shot with larger sized pouches or bags. I think it could help with encouraging people to give Huel a chance. They already don’t know where to start. The big 1.7kg bags (not just one but two) are daunting and can turn potential customers away. Not to mention the CO2 from a wasted delivery + return.

For your following points, I will take data from LatestFuels Complete Foods Survey 2019. It’s an interesting read with charts too if you want to check it out.

@Phil_C

Whilst the option to buy smaller volumes of powder currently isn’t available - bars and RTD’s can be bought as singles at Sainsburys/Ocado etc so people can at least try those out.

The survey asked “Where Do We Buy Our Complete Food?” and only 10% of the respondents said that they bought their products in the supermarkets.

@Phil_C

if someone would rather wilfully waste food and throw it away than get a refund and allow it to be used by someone else - then thats more of a poor reflection on a social behaviour rather than logistical or marketing issues.

Whether we like it or not (I’m on your side here), new customers aren’t too concerned with environmental impact. In this survey asking “Why Do We Decide to Try Complete Foods?” for new customers, environment is second from last.