Brief

ASA bans Huel advert after Spencer Matthews' ultramarathon claim

The ASA said the advert encouraged irresponsible dietary habits after Matthews claimed an ultramarathon winner survived on Huel alone.

By Felo News Desk · Published Wed, 30 Sep 2026 08:02:06 GMT

The UK Advertising Standards Authority has banned a Huel advertisement after former "Made In Chelsea" star Spencer Matthews claimed an ultramarathon runner completed a 260km Amazon rainforest race on a Huel‑only diet and won by miles.

Matthews made the claim in a podcast‑style conversation with Huel founder Julian Hearn, describing a runner named James Izzard who, according to Matthews, "doesn't eat any solid meals ever. He eats Huel and only Huel every day" and who allegedly won the race by a large margin.

The advert, posted on Instagram, YouTube and Facebook in April and May, was defended by Huel as an attempt to dispel the idea that its product should replace meals 100% of the time. The ASA ruled that the advert presented an exclusively Huel‑based diet as compatible with completing, and significantly outperforming, competitors in an exceptionally demanding endurance event, and said it "encouraged or condoned irresponsible dietary habits".

Key facts

The ASA banned a Huel advert after Spencer Matthews claimed a runner won an Amazon ultramarathon on a Huel‑only diet. (dailymail.co.uk)
Matthews said the runner, James Izzard, "doesn't eat any solid meals ever" and won the race "by miles". (dailymail.co.uk)
Huel posted the advert on Instagram, YouTube and Facebook in April and May 2026. (dailymail.co.uk)
The ASA said the advert encouraged irresponsible dietary habits and presented a Huel‑only diet as compatible with extreme endurance performance. (dailymail.co.uk)