8 lookalike Huel outlets target 8 countries, and the one we opened uses Huel's photos
Huel's own product photos led us to 8 stores that 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. Our domain sweep had missed them. None of the 100 Huel lookalike domains it checked were live copies. Google's exact-match image search found them.
TL;DR
- 8: Lookalike outlet stores
- 98%: Image-hash match to official photos
- ~116: Unrelated sites reusing Huel photos
- 3: Lookalikes already suspended
- First step: Archive all 8 stores, snippets included
Captured 25 Sep 2026 · 13:52 UTC
- 8
- Lookalike outlet stores
- 98%
- Image-hash match to official photos
- ~116
- Unrelated sites reusing Huel photos
- 3
- Lookalikes already suspended
A Swiss store pricing in francs, advertising a gift in dollars
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, on a Swiss store that sells in francs.
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. Its logo file appears to be a copy of the Huel logo taken from a free logo website.
The Swiss store translated Huel's copy and uploaded Huel's photos, some without even renaming the files.
What we caught
Each domain adds a country to the brand name. huelschweiz-ch.com was registered on 15 September 2026. huelaus.com and huelincanada.com were registered 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 keep the official file names.
huelschweiz-ch.com sells Black Edition for CHF 27.01 a bag. huel.com charges $45 a bag in the US and €46 in the EU. huel-usa.com was indexed selling Huel Original at $41.25, 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 tiles for the Complete Nutrition Bar, Complete Protein and Daily Greens, 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.
4 countries, one odd product name: 'Huel Original ( Variety Box )'
The stores target different markets and read alike. Their page titles use outlet language: 'Huel Original Closeouts', 'Huel Factory Outlet', 'Discount Outlet', 'Cheapest', '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 )', unusual space inside the brackets included. huelosterreich.at lists it in German as 'Huel Original ( Gemischte Box )'.
The discounts line up 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, a 25% reduction each time. The registration dates pair up: huel-uae.com and huel-southafrica.co.za on 22 January 2026, huelaus.com and huelincanada.com on 8 September 2026.
A 98% hash match, and 7 stores that block visitors
The domain scanner never saw these stores. Its lookalike list covered names like huelshop.com and huel.shop, and no brand-plus-country names. We found them by running 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.
huelschweiz-ch.com was the one we could open. We 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's a 98% match: the same photos, resized. The other seven stores served us a Cloudflare 'you have been blocked' page, so their prices come from search engine snippets. huelschweiz-ch.com also refused to serve its stylesheets, which is why our captures of it look unstyled.
Huel photos on about 116 sites unrelated to nutrition
The image search also found Huel's photos on about 116 websites with no link to food or nutrition, including a health charity, a small landscaping business, a hosting placeholder page and a stone supplier. The pages sat at odd addresses, such as a single letter followed by a long number. Most carried Japanese-language Huel listing titles. Others read like 'HOT ! Huel Black Edition'.
That fits the pattern of hacked websites used for search spam. Six of the pages, visited directly, 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. 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.
How to shut it down
The takedown plan, step by step, built from the evidence above.
Archive all 8 stores, snippets included
Capture pages, prices, search snippets, DNS records and registration dates. Seven stores already block direct visits, so indexed copies may be your best record.
File copyright notices on the photos
The huelschweiz-ch.com images are your own files. Send the originals and matching URLs to the registrar and to Cloudflare, which can pass the complaint to the host.
Report the country stores as one case
Group the five stores that share product names and sale wording, so registrars and platforms see one pattern instead of eight separate complaints.
Monitor brand-plus-country domains
Add brand-plus-country and brand-plus-city patterns to domain monitoring, and keep running your product photos through exact-image search.
Take it down yourself, or have us do it
Fake website and copycat store takedown
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Someone copied my website: what to do
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Summary
Shoppers in 8 markets think Huel is running a sale
These stores trade as 'Huel Factory Outlet' and 'Huel Original Closeouts' in 8 markets, with Huel's photos and Huel's copy. A shopper who orders from one thinks Huel is clearing stock. Any complaint about what arrives, or doesn't, goes to Huel.
None of them appeared in a standard lookalike check. Huel's own photographs gave them away, and the stores can't sell without them. The one store we could open was enough to prove the copying, and search engines had already indexed the other seven.
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