Eight lookalike Huel outlets, one for each market. Seven of them blocked our visits.
Our domain sweep checked 100 Huel lookalike domains and found none that were live copies. The fakes turned up when we searched for Huel's own product photos instead. Google's exact-match image search led to eight stores that each pair the Huel name with a market: huel-usa.com, huel-uae.com, huel-southafrica.co.za, huelosterreich.at, huel-sverige.com, huelschweiz-ch.com, huelaus.com, and huelincanada.com.
- 8
- Lookalike outlet stores
- 98%
- Image-hash match to official photos
- ~116
- Unrelated sites reusing Huel photos
- 3
- Lookalikes already suspended
What the scanner saw
Huel's product pages lead with square tiles: a pouch, a glass of shake, a column of nutrition figures, and a green free-gift banner. huelschweiz-ch.com uses the same tiles. Its Pulvermahlzeiten page shows 'High-protein, high in fiber' over a Black Edition pouch and 'The complete nutrition powerhouse' over Huel Powder. Both carry a 'FREE t-shirt & shaker worth $40' banner, so a Swiss store selling in francs is advertising a gift in dollars.
The product page for Huel Black Edition (17 Mahlzeiten) translates Huel's own description into German, from the opening line, 'Wenn du eine Mahlzeit brauchst, die genauso hart arbeitet wie du', to the 40 g of protein and 27 vitamins and minerals. The store runs on WordPress and WooCommerce, and its logo file appears to be a copy of the Huel logo taken from a free logo website.
The Swiss store did not write its own catalogue. It translated Huel's product copy and uploaded Huel's photos, in some cases without even renaming the files.
Four signals behind the finding
Each domain adds a country to the brand name. huelschweiz-ch.com was registered on 15 September 2026, and huelaus.com and huelincanada.com on the same day, 8 September, with the same registrar.
huelschweiz-ch.com uses Huel's own packshots. Its Black Edition and Powder pouch images match the files on Huel's image server almost exactly, and several of its images keep the official file names.
huelschweiz-ch.com sells Black Edition for CHF 27.01 a bag. On huel.com a bag costs $45 in the US and €46 in the EU. huel-usa.com was indexed selling Huel Original at $41.25, marked down from $55.
All eight stores sit behind Cloudflare's proxy, which hides the servers that host them. Five were indexed with the same WooCommerce sale-price wording, 'Original price was', in German on the Austrian store.
The evidence from huelschweiz-ch.com
Huel Black Edition (17 Mahlzeiten) for CHF 27.01, with Huel's product description translated into German.
Huel's own product tiles for the Complete Nutrition Bar, Complete Protein, and Daily Greens, priced from CHF 19.21.
The Black Edition pouch image uploaded by the store. It matches Huel's original file at a hash distance of 3.
Eight countries, one playbook
The stores target different markets but read alike. Their page titles use outlet language: 'Huel Original Closeouts', 'Huel Factory Outlet', 'Discount Outlet', 'Cheapest', and 'Up To 50% OFF'. huel-usa.com, huel-uae.com, huel-southafrica.co.za, and huelincanada.com were indexed with the same product name, 'Huel Original ( Variety Box )', including the unusual space inside the brackets. huelosterreich.at lists it in German as 'Huel Original ( Gemischte Box )'.
Their advertised discounts are similar too. huel-usa.com cut $55 to $41.25, huel-southafrica.co.za cut R982 to R737, and huel-uae.com cut AED 194.64 to AED 145.98. Each is a 25% reduction. The registration records point the same way: huel-uae.com and huel-southafrica.co.za were both registered on 22 January 2026, and huelaus.com and huelincanada.com on 8 September 2026.
How strong is the match?
The domain scanner did not see these stores. Its lookalike list covered names like huelshop.com and huel.shop, not a brand name followed by a country. They surfaced through the image search instead: we ran 15 official Huel product images through Google's exact-match search, which returned 4,663 matches. Most were genuine stockists and resellers, from supermarkets and pharmacies to delivery apps. Eighteen pointed to six of the fake stores.
We could open huelschweiz-ch.com and compared its images with Huel's originals using perceptual hashes. The Black Edition pouch scored a combined distance of 3 and the Powder pouch 5, against 112 for two different products. That is a 98% match: the same photographs, resized. The other seven stores returned a Cloudflare 'you have been blocked' page to our visits, so their prices come from search engine snippets. Even huelschweiz-ch.com refused to serve its stylesheets, which is why our captures of it look unstyled.
Photos on sites that have nothing to do with Huel
The same image search found Huel's photos on about 116 websites with no connection to food or nutrition, including a health charity, a small landscaping business, a hosting placeholder page, and a stone supplier. The pages sat under odd addresses such as a single letter followed by a long number. Most carried Japanese-language Huel listing titles, and others read like 'HOT ! Huel Black Edition'.
This matches the pattern of hacked websites used to host search spam. When we visited six of the pages directly, they returned a not-found page or the site's normal homepage, which suggests the spam is shown only to search engines or has since been removed. Elsewhere, three Huel lookalike domains had already been suspended: huelshop.com, huelonline.com, and huelfrance.com. The last two sat behind Cloudflare, like the live stores.
What the evidence supports next
A practical enforcement sequence based on the archived finding.
Archive all eight stores
Preserve pages, prices, search snippets, DNS records, and registration dates. Seven stores already block direct visits, so indexed copies may be the best record.
File copyright notices for the photos
The huelschweiz-ch.com images are Huel's own files. Send the originals and the matching URLs to the registrar and to Cloudflare, which can pass the complaint to the hosting provider.
Group the country stores
Report the five stores that share product names and sale wording as one case, so registrars and platforms can see the pattern rather than eight separate complaints.
Watch for brand-plus-country domains
Add brand-plus-country and brand-plus-city patterns to domain monitoring, and keep running the product photos through exact-image search.
The detail worth remembering
None of these stores showed up in a standard lookalike check. They were found by searching for Huel's photographs, which the stores could not do without.
One store that could be opened was enough to prove the copying. The other seven closed their doors to visitors, but the search engines had already seen them.
Scan your own brand
What would the scanner find around your brand?
Run the same sweep across lookalike domains, storefronts, marketplaces, ads, and social accounts.
Next breakdown
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