Huel hit with third ad ban in two months

However, Huel told the ASA it had intended to compare its product to similar meal supplement products, and blamed an editing error.

The regulator said the ad had been shortened, leaving “the impression the comparison was with fresh green vegetables”.

“Because we had not seen evidence that the Daily Greens product was cheaper than a portion of greens,” the ASA said, “we concluded that the claim the product was ‘substantially cheaper’ than an equivalent portion of greens was misleading and could not be substantiated.”

Huel recognised “the error fell short of their standards” according to the ASA report, but the watchdog also took issue with some of its other health claims.