Huel growth playbook

Generate the US sitemap from pages that actually exist on huel.com: drop or 301-redirect the 86 dead URLs (retired products to their closest live product, UK schemes out of the US file), fix the two 500s, add hreflang only where a live US page exists, and add the HSA/FSA, store locator and discount pages. Then add a check that fails the sitemap build if any listed URL does not return 200.

A clean sitemap stops Google spending crawls on dead pages, ends "not found" landings from old links and search results, and tells search engines which US page goes with each regional one. It also keeps the Shopping feed and ads off retired products.

[ ] 34 dead product URLs redirected or removed
[ ] UK-only pages (NHS, Blue Light Card) out of the US file
[ ] /pages/stockists and the bar-benefits page no longer 500
[ ] hreflang only between live pages
[ ] /pages/truemed, store locator and discount pages added
[ ] Build fails on any non-200 URL
[ ] Resubmitted in Search Console

• Redirects to weak matches

  Send retired products to the nearest live product, not the homepage.

• Other regions have the same issue

  Run the same check on each regional sitemap after the US.

• Your websiteUS sitemap (huel.com/sitemaps/sitemap/en-us.xml, every URL checked October 20, 2026): 716 URLs, of which 86 return "not found" (404) and 2 return a server error (500, including /pages/stockists). The 404s include 34 product URLs (for example Daily A-Z Vitamins, Complete Protein Duo, Diet Powder, Lite Ready-to-drink, Huelwear denim and joggers), collections such as drinkable-meals, singles and matt-morsia, and pages such as nhs-discount, blue-light-card-discount, huel-comparison-to-yfood and three-dietitians-blind-review-of-huel-joylent-and-soylent. Two Japanese collections are also listed. Each entry carries hreflang alternates for up to 19 regional sites (12,587 annotations), so the dead US URLs are also named as the US version of live regional pages.Source
• Your websiteHSA/FSA page (/pages/truemed), linked from the homepage ticker "HSA/FSA Eligible: Learn more": buyers can use pre-tax HSA/FSA funds with a Letter of Medical Necessity through Truemed; the health form must be submitted "on the same day as purchase"; subscriptions and one-off orders are eligible. The page is not in the US sitemap, its title is just "Huel US" and its description is the site default.Source
• HiringSenior Paid Search Executive (posted October 7, 2026): Google Search, Performance Max, Demand Gen and Shopping "in every market we trade in"; "Keep our product feeds in top shape"; first-party data, enhanced conversions, server-side tracking and value-based bidding; "a hypothesis-led testing roadmap".Source

Give /pages/truemed a clear title and description ("Use your HSA or FSA for Huel"), a short eligibility explainer, the products people buy most, and an FAQ. Add the HSA/FSA note to product pages and checkout, and test HSA/FSA search ads. Check the wording with Truemed before launch.

Pre-tax payment lowers the effective price for many buyers, and few competitors make it as visible.

• Eligibility misunderstood

  Say clearly that reimbursement is not guaranteed, as the page already does.

• Your websiteHSA/FSA page (/pages/truemed), linked from the homepage ticker "HSA/FSA Eligible: Learn more": buyers can use pre-tax HSA/FSA funds with a Letter of Medical Necessity through Truemed; the health form must be submitted "on the same day as purchase"; subscriptions and one-off orders are eligible. The page is not in the US sitemap, its title is just "Huel US" and its description is the site default.Source
• Your websiteUS sitemap (huel.com/sitemaps/sitemap/en-us.xml, every URL checked October 20, 2026): 716 URLs, of which 86 return "not found" (404) and 2 return a server error (500, including /pages/stockists). The 404s include 34 product URLs (for example Daily A-Z Vitamins, Complete Protein Duo, Diet Powder, Lite Ready-to-drink, Huelwear denim and joggers), collections such as drinkable-meals, singles and matt-morsia, and pages such as nhs-discount, blue-light-card-discount, huel-comparison-to-yfood and three-dietitians-blind-review-of-huel-joylent-and-soylent. Two Japanese collections are also listed. Each entry carries hreflang alternates for up to 19 regional sites (12,587 annotations), so the dead US URLs are also named as the US version of live regional pages.Source
• HiringSenior Paid Search Executive (posted October 7, 2026): Google Search, Performance Max, Demand Gen and Shopping "in every market we trade in"; "Keep our product feeds in top shape"; first-party data, enhanced conversions, server-side tracking and value-based bidding; "a hypothesis-led testing roadmap".Source
• Competitor researchRivals' own homepages: Soylent shows "over 18,000 reviews!", free shipping over $50 and a store locator; Ka'Chava sells an "All-In-One Shake" with protein, fiber, greens, superfoods and adaptogens; OWYN sells plant-based protein as "Only What You Need" with free delivery over $99.See the research Source

Write a US default description with the current 27-nutrient claim and US spelling; give the reviews, refer-a-friend, HSA/FSA and Danone pages their own descriptions; add an H1 to the homepage ("Complete nutrition... ") and a share image to it and other key pages.

Consistent claims protect trust, and share images lift click-through from every shared link.

• Claims differ by market

  Keep one US source of truth for nutrient claims.

• Your websiteDefault description used on many US pages (reviews, refer-a-friend, HSA/FSA, Danone news): "providing you with all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre", while the homepage says 27. UK spellings appear on the US site: "fibre-rich" and "Mexican Chilli" on the GLP-1 Companion Pack, URLs such as hot-and-savoury and strawberry-yoghurt-smoothie.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source
• Your websiteHSA/FSA page (/pages/truemed), linked from the homepage ticker "HSA/FSA Eligible: Learn more": buyers can use pre-tax HSA/FSA funds with a Letter of Medical Necessity through Truemed; the health form must be submitted "on the same day as purchase"; subscriptions and one-off orders are eligible. The page is not in the US sitemap, its title is just "Huel US" and its description is the site default.Source

Show each product's review count and average near the price, with recent reviews and filters by flavor, and add the rating to Product structured data where the reviews are about that product. Ask subscribers for a review after their second delivery.

Visible volume of reviews is one of the strongest conversion signals, and it can earn stars in search results.

• Lower average than five stars

  Real averages convert better than perfect ones; reply to critical reviews.

• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source
• Competitor researchRivals' own homepages: Soylent shows "over 18,000 reviews!", free shipping over $50 and a store locator; Ka'Chava sells an "All-In-One Shake" with protein, fiber, greens, superfoods and adaptogens; OWYN sells plant-based protein as "Only What You Need" with free delivery over $99.See the research Source
• Your website"Which Huel is right for me?" quiz page shows only "Loading" in its page source; the reviews page canonicalizes to /pages/customer-testimonials and quotes Trustpilot reviewers; discount pages exist for military, first responders, teachers, students and medical staff.Source

Add a "notify me" email and text option to sold-out flavors, suggest the closest in-stock flavor, and pause homepage promotions when the promoted item is out of stock. Email the waiting list with a subscription offer when it returns.

Waiting lists turn a lost visit into a future order and show demand for each flavor.

• Long stockouts

  Give a date or a sample of an alternative.

• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source
• Your websiteHuel+ loyalty: 1 point per $1 on one-time orders, 2 points per $1 on subscriptions; rewards of $15 for 600 points, $30 for 1,125 and $75 for 2,250. Refer a friend: both get 25% off; "More than a million people have shared Huel with their friends".Source

Run a spelling and terminology pass on US product pages, bundles and the default templates; keep UK spelling on the UK site. Leave URLs that rank well, but use US spelling for new URLs and redirect the worst offenders.

Small spelling slips tell US shoppers the site was written for someone else, and US spelling matches what they search for.

• Shared global content

  Use market-specific fields for spelling-sensitive text.

• Your websiteDefault description used on many US pages (reviews, refer-a-friend, HSA/FSA, Danone news): "providing you with all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre", while the homepage says 27. UK spellings appear on the US site: "fibre-rich" and "Mexican Chilli" on the GLP-1 Companion Pack, URLs such as hot-and-savoury and strawberry-yoghurt-smoothie.Source
• Your websiteComparison pages on the US site: live pages compare Huel with Jimmy Joy and Myprotein (both European brands); the yfood comparison and the dietitians' review of Huel, Jimmy Joy and Soylent return 404; there is no page comparing Huel with Soylent, Ka'Chava or OWYN. The site has 616 /pages URLs, most of them articles, but no blog index or topic hubs.Source

Write fair comparison pages for each: protein, calories, price per meal ($2.65 for Black Edition on subscription), ingredients, vegan status, HSA/FSA option and taste guarantee, with sources and dates. Restore the dietitians' review if it is still accurate.

Comparison searches come from buyers close to deciding, and the pages also inform AI assistants' answers.

• Rivals change formulas

  Date each page and review quarterly.

• Your websiteComparison pages on the US site: live pages compare Huel with Jimmy Joy and Myprotein (both European brands); the yfood comparison and the dietitians' review of Huel, Jimmy Joy and Soylent return 404; there is no page comparing Huel with Soylent, Ka'Chava or OWYN. The site has 616 /pages URLs, most of them articles, but no blog index or topic hubs.Source
• Competitor researchRivals' own homepages: Soylent shows "over 18,000 reviews!", free shipping over $50 and a store locator; Ka'Chava sells an "All-In-One Shake" with protein, fiber, greens, superfoods and adaptogens; OWYN sells plant-based protein as "Only What You Need" with free delivery over $99.See the research Source
• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source
• Your websiteHSA/FSA page (/pages/truemed), linked from the homepage ticker "HSA/FSA Eligible: Learn more": buyers can use pre-tax HSA/FSA funds with a Letter of Medical Necessity through Truemed; the health form must be submitted "on the same day as purchase"; subscriptions and one-off orders are eligible. The page is not in the US sitemap, its title is just "Huel US" and its description is the site default.Source

Audit the Merchant Center feed against live US product pages: remove retired items, add subscription price and price per meal, flavor variants and GTINs, and send subscription value as the conversion value so bidding favors subscribers.

Clean feeds and value-based bids put spend on products that exist and customers who stay.

• Predicted value is wrong

  Start with simple subscription vs one-time values.

• HiringSenior Paid Search Executive (posted October 7, 2026): Google Search, Performance Max, Demand Gen and Shopping "in every market we trade in"; "Keep our product feeds in top shape"; first-party data, enhanced conversions, server-side tracking and value-based bidding; "a hypothesis-led testing roadmap".Source
• Your websiteUS sitemap (huel.com/sitemaps/sitemap/en-us.xml, every URL checked October 20, 2026): 716 URLs, of which 86 return "not found" (404) and 2 return a server error (500, including /pages/stockists). The 404s include 34 product URLs (for example Daily A-Z Vitamins, Complete Protein Duo, Diet Powder, Lite Ready-to-drink, Huelwear denim and joggers), collections such as drinkable-meals, singles and matt-morsia, and pages such as nhs-discount, blue-light-card-discount, huel-comparison-to-yfood and three-dietitians-blind-review-of-huel-joylent-and-soylent. Two Japanese collections are also listed. Each entry carries hreflang alternates for up to 19 regional sites (12,587 annotations), so the dead US URLs are also named as the US version of live regional pages.Source
• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source

Build A+ modules and a Brand Store page per range with price per meal, nutrition comparisons and use cases (lunch, GLP-1, on-the-go); run new-to-brand Sponsored Brands video; check which proof points are allowed on Amazon before use.

Consistent proof across channels converts better, and new-to-brand buyers can be moved to subscription later.

• Amazon policy limits

  Check each claim against Amazon rules.

• HiringAmazon Marketplace Manager (posted October 16, 2026): "Huel is building a world class internal Amazon capability"; owns Sponsored Products, Brands and Display, DSP, AMC audiences and new-to-brand reporting; "Own and optimise UK and US product listings, including A+ content, Brand Store and imagery"; Prime Day, BFCM and Spring Sale; reports to the Head of Marketplaces.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source
• Your websiteGLP-1 range: a GLP-1 Companion Pack (Black Edition, ready-to-drink and Hot & Savory; $55 on subscription, $73.35 one-time) "to complement GLP-1 use", a Black Edition GLP-1 URL that canonicalizes to Black Edition, and a live article "What should I be eating if I take GLP-1 medications"; the article on how semaglutide injections work is in the sitemap but returns 404.Source

At every sampling event, hand out a card with a QR code to the store locator and a Huel+ welcome offer; track redemptions by event and store. Share the results with distributors and use them to pick the next chains.

Sampling is expensive; measuring which events create repeat buyers decides where the budget goes.

• Low redemption

  Test the offer size.

• HiringRegional Sales Manager - New York (posted October 5, 2026): own the Northeast, "expanding distribution", distributors and key accounts, "new chain and key account opportunities", "Own promotional resources and sampling budgets", "market activations and brand events"; foodservice and DSD experience "a big plus"; 25-30 hours a week in market.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source
• Your websiteHuel+ loyalty: 1 point per $1 on one-time orders, 2 points per $1 on subscriptions; rewards of $15 for 600 points, $30 for 1,125 and $75 for 2,250. Refer a friend: both get 25% off; "More than a million people have shared Huel with their friends".Source

Build one GLP-1 page: the nutrition guidance, written and reviewed by the nutrition team, the companion pack, smaller portion suggestions and an FAQ. Restore or redirect the semaglutide article. Keep claims to nutrition, with no treatment claims.

People on these medications look for protein-dense, small meals, and a trustworthy hub earns search and referrals.

• Health claims

  Keep to nutrition facts and reviewed guidance.

• Your websiteGLP-1 range: a GLP-1 Companion Pack (Black Edition, ready-to-drink and Hot & Savory; $55 on subscription, $73.35 one-time) "to complement GLP-1 use", a Black Edition GLP-1 URL that canonicalizes to Black Edition, and a live article "What should I be eating if I take GLP-1 medications"; the article on how semaglutide injections work is in the sitemap but returns 404.Source
• Your websiteUS sitemap (huel.com/sitemaps/sitemap/en-us.xml, every URL checked October 20, 2026): 716 URLs, of which 86 return "not found" (404) and 2 return a server error (500, including /pages/stockists). The 404s include 34 product URLs (for example Daily A-Z Vitamins, Complete Protein Duo, Diet Powder, Lite Ready-to-drink, Huelwear denim and joggers), collections such as drinkable-meals, singles and matt-morsia, and pages such as nhs-discount, blue-light-card-discount, huel-comparison-to-yfood and three-dietitians-blind-review-of-huel-joylent-and-soylent. Two Japanese collections are also listed. Each entry carries hreflang alternates for up to 19 regional sites (12,587 annotations), so the dead US URLs are also named as the US version of live regional pages.Source
• Competitor researchRivals' own homepages: Soylent shows "over 18,000 reviews!", free shipping over $50 and a store locator; Ka'Chava sells an "All-In-One Shake" with protein, fiber, greens, superfoods and adaptogens; OWYN sells plant-based protein as "Only What You Need" with free delivery over $99.See the research Source

In the cart, show points earned now, points if subscribed, and how far they are from the next reward. Email one-time buyers their balance with a subscribe offer.

Making rewards concrete moves buyers toward subscription, which has the highest lifetime value.

• Clutter in the cart

  One line only.

• Your websiteHuel+ loyalty: 1 point per $1 on one-time orders, 2 points per $1 on subscriptions; rewards of $15 for 600 points, $30 for 1,125 and $75 for 2,250. Refer a friend: both get 25% off; "More than a million people have shared Huel with their friends".Source
• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source
• HiringUI/UX Designer (posted October 7, 2026): landing pages, product pages, checkout, post-purchase and the account area, with UX research and usability testing, to "support conversion, average order value and retention".Source

Show a share card after the second subscription delivery and after a positive review, with the code pre-filled for text and messaging apps. Track referrals per prompt.

Timing the ask to a good moment raises sharing more than a bigger reward.

• Code abuse

  Keep the single-use, new-customer rule.

• Your websiteHuel+ loyalty: 1 point per $1 on one-time orders, 2 points per $1 on subscriptions; rewards of $15 for 600 points, $30 for 1,125 and $75 for 2,250. Refer a friend: both get 25% off; "More than a million people have shared Huel with their friends".Source
• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source

Give the quiz page real text (what it asks, what it recommends), make each result a ready bundle with price per meal and a one-click add to cart, and test it with five shoppers before rolling out.

A quiz that ends in a ready basket removes the hardest decision for new buyers.

• Too many bundles

  Keep five results at most.

• Your website"Which Huel is right for me?" quiz page shows only "Loading" in its page source; the reviews page canonicalizes to /pages/customer-testimonials and quotes Trustpilot reviewers; discount pages exist for military, first responders, teachers, students and medical staff.Source
• HiringUI/UX Designer (posted October 7, 2026): landing pages, product pages, checkout, post-purchase and the account area, with UX research and usability testing, to "support conversion, average order value and retention".Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source

Measure Core Web Vitals per template (product, collection, cart), defer the consent and tag manager loads where possible, serve images at the right size, and set a size budget per template.

Faster product pages lift conversion most on slower phones and keep the passing grade as features are added.

• Tracking loss

  Test server-side tagging first.

• Google PageSpeedHomepage: real Chrome visitors pass Core Web Vitals (LCP 1.58s, INP 179 ms, CLS 0.04 at the 75th percentile; LCP 11% faster than before). In the mobile lab: score 37, 2.9 MB, 141 requests, 1.35 MB from third parties (imgix 549 KB, Sanity 351 KB, OneTrust 250 KB, Google Tag Manager 191 KB), 578 KB of unused JavaScript and 7 console errors.Source
• HiringUI/UX Designer (posted October 7, 2026): landing pages, product pages, checkout, post-purchase and the account area, with UX research and usability testing, to "support conversion, average order value and retention".Source

Offer a workplace program: office deliveries, employee discount codes, HSA/FSA guidance and a wellness challenge kit. Pilot with five US employers in the Northeast alongside the new sales team.

One employer brings many customers at once, and pre-tax payment makes Huel cheaper for employees.

• Slow B2B sales

  Start with companies that already have office snacks.

• Your websiteHSA/FSA page (/pages/truemed), linked from the homepage ticker "HSA/FSA Eligible: Learn more": buyers can use pre-tax HSA/FSA funds with a Letter of Medical Necessity through Truemed; the health form must be submitted "on the same day as purchase"; subscriptions and one-off orders are eligible. The page is not in the US sitemap, its title is just "Huel US" and its description is the site default.Source
• Your website"Which Huel is right for me?" quiz page shows only "Loading" in its page source; the reviews page canonicalizes to /pages/customer-testimonials and quotes Trustpilot reviewers; discount pages exist for military, first responders, teachers, students and medical staff.Source
• HiringRegional Sales Manager - New York (posted October 5, 2026): own the Northeast, "expanding distribution", distributors and key accounts, "new chain and key account opportunities", "Own promotional resources and sampling budgets", "market activations and brand events"; foodservice and DSD experience "a big plus"; 25-30 hours a week in market.Source

Prepare a US retail plan to use once the deal completes: which ranges go where (ready-to-drink in grocery and convenience, powders in club and mass), how direct and retail prices relate, and how retail buyers are invited to subscribe.

Being ready when distribution opens avoids losing a year, and keeping direct and retail prices clear protects subscriptions.

• Deal timing uncertain

  Plan so each step works without the deal too.

• Your websiteHuel has agreed to join Danone, subject to regulatory approvals: "No changes to products or prices are planned", Huel "continues to operate under its existing name and leadership"; Huel cites "600 million meals across 100+ countries".Source
• HiringRegional Sales Manager - New York (posted October 5, 2026): own the Northeast, "expanding distribution", distributors and key accounts, "new chain and key account opportunities", "Own promotional resources and sampling budgets", "market activations and brand events"; foodservice and DSD experience "a big plus"; 25-30 hours a week in market.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source

Group the best articles into five US hubs (protein, weight management, GLP-1, fitness, busy lunches), each with a reviewed guide, related products and internal links; redirect thin and dead articles to the hubs.

Hubs build authority on the topics people buy Huel for and send readers to the right product.

• Traffic dips from redirects

  Redirect only thin and dead pages.

• Your websiteComparison pages on the US site: live pages compare Huel with Jimmy Joy and Myprotein (both European brands); the yfood comparison and the dietitians' review of Huel, Jimmy Joy and Soylent return 404; there is no page comparing Huel with Soylent, Ka'Chava or OWYN. The site has 616 /pages URLs, most of them articles, but no blog index or topic hubs.Source
• Your websiteUS sitemap (huel.com/sitemaps/sitemap/en-us.xml, every URL checked October 20, 2026): 716 URLs, of which 86 return "not found" (404) and 2 return a server error (500, including /pages/stockists). The 404s include 34 product URLs (for example Daily A-Z Vitamins, Complete Protein Duo, Diet Powder, Lite Ready-to-drink, Huelwear denim and joggers), collections such as drinkable-meals, singles and matt-morsia, and pages such as nhs-discount, blue-light-card-discount, huel-comparison-to-yfood and three-dietitians-blind-review-of-huel-joylent-and-soylent. Two Japanese collections are also listed. Each entry carries hreflang alternates for up to 19 regional sites (12,587 annotations), so the dead US URLs are also named as the US version of live regional pages.Source
• Your websiteGLP-1 range: a GLP-1 Companion Pack (Black Edition, ready-to-drink and Hot & Savory; $55 on subscription, $73.35 one-time) "to complement GLP-1 use", a Black Edition GLP-1 URL that canonicalizes to Black Edition, and a live article "What should I be eating if I take GLP-1 medications"; the article on how semaglutide injections work is in the sitemap but returns 404.Source

Build a camping landing page and trail bundle, work with outdoor creators through the existing influencer program, and test outdoor retailer stockists.

A new use case reaches buyers who would never search for a meal shake.

• Seasonal demand

  Launch for spring.

• Your channelsYouTube @huelyt: about 17,500 subscribers, 175 videos, 1.44 million views; US TikTok and Instagram accounts (huel.usa, huel.us); a Discourse forum at discourse.huel.com; partnership forms for press, influencers and podcasters; a camping-food collection.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source

Run a public vote on three candidate US flavors, share progress on social, and give voters early access and a Huel+ bonus at launch.

Fans who chose a flavor buy it and tell others about it.

• Winner is hard to make

  Only shortlist flavors that are feasible.

• Your channelsYouTube @huelyt: about 17,500 subscribers, 175 videos, 1.44 million views; US TikTok and Instagram accounts (huel.usa, huel.us); a Discourse forum at discourse.huel.com; partnership forms for press, influencers and podcasters; a camping-food collection.Source
• Your websiteHuel+ loyalty: 1 point per $1 on one-time orders, 2 points per $1 on subscriptions; rewards of $15 for 600 points, $30 for 1,125 and $75 for 2,250. Refer a friend: both get 25% off; "More than a million people have shared Huel with their friends".Source

Make a weekly short where a creator compares a typical US lunch receipt with a Huel meal on price, protein and time, for TikTok, Instagram and YouTube Shorts; use the winners in paid social.

Concrete comparisons are shareable and answer the main objection, price.

• Price claims

  Use current prices and date them.

• Your channelsYouTube @huelyt: about 17,500 subscribers, 175 videos, 1.44 million views; US TikTok and Instagram accounts (huel.usa, huel.us); a Discourse forum at discourse.huel.com; partnership forms for press, influencers and podcasters; a camping-food collection.Source
• Your websiteHomepage (October 20, 2026): no H1 heading and no social share image; "From $1.52 per meal"; bestsellers Black Edition from $45 ($2.65 per meal), Black Edition Ready-to-drink from $58 ($4.83 per bottle), Hot & Savory from $27.65 and Daily Greens from $45; "Black Edition Ready-to-drink, now at Walmart"; free shipping over $65, subscribe and save 25%, "Give 25%, Get 25%", 15% off for email sign-up, a free t-shirt for new subscribers and a 30-day taste guarantee; endorsements from public figures such as Idris Elba and Alex Rodriguez; the hero promotes the chocolate peanut butter Black Edition.Source
• Your websiteBlack Edition product page (October 20, 2026): "4,000,000 satisfied customers"; reviews are three hand-picked five-star "Verified Customer" cards with no review count or average; the Product structured data has no rating; Chocolate Peanut Butter and Coffee Caramel show "Out of stock"; subscription is $45 for 17 meals ($2.65 each) against $60 one-time.Source