#206: Unpacking The Huel Marketing Strategy that Nets £70M in Annual Sales

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In This Episode

Huel. There’s a good chance you’ve seen one of their adverts on Instagram, Reddit or Twitter — the Huel marketing strategy is everywhere.

If you’re all about the #FitnessLife, you’ve definitely heard of them.

Founded in 2014, Huel is a direct-to-consumer nutrition brand that sells vegan-friendly powdered food. In just seven years, the company now generates £70 million in annual sales.

And their digital marketing strategy plays a big role in making that happen.

Join us as Head Ninja Tim takes a deep dive into Huel’s digital marketing strategy and breaks down the tactics they used to carve a niche in the saturated protein and fitness supplement industry.

This time around, we’re focusing on five key areas.

  • Their positioning and messaging
  • Their website
  • Their traffic strategy
  • Their search visibility
  • Their email marketing strategy

We also touch on untapped opportunities Huel can explore to grow their campaigns even further.

Here’s a closer look at some of the points Tim covers in this week’s episode.

Positioning and Messaging

Traditionally, the diet and fitness space is divided into two sections:

On one hand, you have people who want to bulk up. They take protein shakes to build muscle.
On the other hand, are the people who want to lose weight — they take nutrition shakes as a meal substitute.

Huel, however, straddles both camps.


View this post on Instagram


A post shared by Huel – Complete Food (@huel)

On the surface, this seems to go against the conventional wisdom of focusing on one niche. However, this market position works for Huel because they address an underserved audience — fitness enthusiasts (not bodybuilders) who have yet to try any health supplements.

They’re also serving people who are new to fitness and want a product that will help them lose weight but without the sciencey and intimidating literature that surrounds many nutrition supplements.

This positioning is the foundation of Huel’s marketing messages (check out the video to see how!)

Huel’s Website

Huel’s website ticks all the right boxes when it comes to conversation rate optimisation (CRO).

Huel Black Edition

Image Source: Huel Instagram

For instance, the product page for Huel Black Edition shows an array of optimisation tactics, such as:

  • Options that allow buyers to customise the product in different flavours
  • Descriptions answer common questions, such as “Is this vegan-friendly?”, “Does this have gluten?” and “Does this have carbs?”
  • You also have trust signals in the form of a Trustpilot badge.

All these factors make it easier for customers to trust and buy from Huel.

Learn more about the other marketing tactics Huel uses by watching or listening to the full episode!

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00:00 — Introduction
02:05 — Huel’s Positioning and Key Marketing Messages
06:30 — The “Hueligan” Strategy
08:09 — Huel’s Website
15:23 — Huel’s Traffic Strategy
19:58 — Huel’s Search Visibility
30:43 — Huel’s Email Marketing
34:50 — Key Takeaways

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