How Huel's Meta ads actually work.

Huel's strongest video ads lead with '£1.79 per meal', not '£45 for a bag of powder.' This reframes the entire purchase decision. At £1.79, you're not comparing Huel to a protein shake (£3) or a supplement stack (£5/day), you're comparing it to the £8 lunch you'd buy instead. Every meal you replace is money saved. The per-unit price also makes the subscription feel rational rather than indulgent. Nobody budgets £45/month for powder. Everyone budgets £1.79 for lunch.

Any subscription or consumable product where the per-unit economics are better than the sticker price suggests. SaaS tools ($/user/day instead of $/month), meal services ($/meal not $/week), supplements ($/serving not $/bottle). The key: your per-unit price must beat the obvious alternative. If it doesn't, this framing backfires. Huel at £1.79 beats a bought lunch. If it were £6.50 per meal, the same framing would hurt them. Always benchmark against what the customer currently spends on the thing you replace.