Huel ad banned for suggesting its products could replace all conventional food
The advertising watchdog said that viewers could assume from the ad that replacing all normal food with Huel was "nutritionally appropriate".
An advert for Huel meal replacement shakes has been banned by the advertising watchdog for encouraging or condoning "irresponsible" dietary practices.
The ad featured Huel brand ambassador Spencer Matthews sharing an anecdote of a person he met who "only eats Huel" and who won a 260km race "by miles".
The Advertising Standards Authority (ASA) said that viewers could assume from the ad that replacing all conventional food with Huel was "nutritionally appropriate" and was compatible with elite physical performance.
The market for so-called complete nutrition products, aimed at time-poor, health-conscious consumers, is thought to be worth $5.9bn (£4.4bn).