Unfortunately, the rules regarding what is considered food is different in Canada to many countries. Whilst in the USA and Europe Huel is categorised as Food, in Canada, we would be categorised as a meal replacement.
This issue with this is that meal replacements have extremely strict requirements to be available to sell in Canada.
For example, the minimum amount of Vitamin D per serving in a meal replacement is 1.25mcg and the maximum is 2.5mcg. Huel contains, 5mcg per serving. So we do not meet the classification of a meal replacement, and thus would not be able to sell in Canada.
This is not the only point where we would be held up, but it is one of the most stark. The Vitamin D content in Huel is what it is because it provides an optimal amount to help people avoid vitamin D deficiency. Lowering this amount would make Huel an inferior product.
We are exploring different options to try and allow Huel to be sold in Canada, but these take a significant amount of time, and potentially product re-formulations. Concurrently, we are always reviewing our formula and trying to optimise Huel. Any change would reset the process.
It’s as frustrating for us as it is for you. It makes no logical sense to us that Huel can be made in Canada, but not sold. Or that massively unhealthy fast food is fine, but Huel isn’t. But we can only work with the legislation that is there.