{
  "slug": "huel",
  "name": "Huel",
  "website": "https://huel.com",
  "category": "food-drink",
  "angles": [
    "convenience"
  ],
  "thesis": "Make meal preparation a repeatable format and subscription decision.",
  "question": "Check nutritional context, portion definitions and the limits of meal-replacement claims.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Make meal preparation a repeatable format and subscription decision.",
  "audit": [
    "Check nutritional context, portion definitions and the limits of meal-replacement claims.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "huel-black-edition",
    "huel-black-edition-ready-to-drink",
    "huel-daily-greens",
    "huel-daily-greens-ready-to-drink",
    "huel-hot-savory-meal-packs"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://huel.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Huel is nutritionally complete food, providing you with all 27 essential vitamins and minerals, protein, essential fats, carbs,…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}