Traditional wet pubs struggled to open under Tier 2 COVID-19 restrictions, which stated that alcohol could only be served with a ‘substantial meal’. Without kitchens, some resorted to interesting interpretations of what a ‘substantial meal’ could be whilst others faced permanent closure.

So we invented the Huel Substantial Meal Boxes, free ready-to-go kits of bowls, spoons and napkins… and 1,000 substantial meals of Huel’s new Hot & Savoury range to allow wet pubs to re-open. All we asked was that the pubs provide a kettle. Because Huel is just that quick, convenient and simple. It’s also healthy and substantial too.

We wanted to save struggling pubs, save livelihoods, and save punters from relentless Scotch eggs. But it also allowed Huel demonstrate what its products do, breaking assumptions of it as a diet or fitness product… firmly establishing Huel as quick, convenient, healthy meals.

The activation and debate earned national media attention, appearing in: The Daily Mail, The Independent, The Metro, The I, The Sun, The Mirror, and more.


Pubs closed permanently in 2020


Drop in drink sales in England’s second lockdown


Hot & Savoury Meals were included in a Substantial Meal Box


Pieces of national news coverage

Brave and brilliant!

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