How Huel should run Meta ads.

The per-meal price is the whole hook. Nobody budgets forty-five pounds for a bag of powder, but everyone budgets a couple of pounds for lunch. Reframing the sticker price into a cost per meal turns Huel from expensive to obviously cheaper than the sandwich shop, and that reframe is what a cold audience clicks. The economics back it: a disclosed 59% gross margin and a marketing efficiency ratio near 2.9 mean this is a business that already knows how to buy customers profitably, and drove marketing from 41% of revenue down to 35% while getting more efficient.

So the paid-social job is not to chase reach. It is to acquire subscription starts at an efficiency the margin can carry, then expand each customer across formats. Optimise to the subscription start, not the one-off cart, run the account to an MER target, and treat the format range, powder to ready-to-drink to hot meals to bars, as the lifetime-value engine you sell to the existing base.