In September 2025, we packed up our pouches and headed to Anytime Fitness in Sutton-in-Ashfield for something we'd never done before... A live taste test.
The idea was simple: put our food up against Huel, hand people both, and let them decide for themselves. No script, no sales pitch. Just an honest taste test with real gym-goers.
The result? 100% of people who tried both said they preferred ours.
We weren't there to sell anything. We turned up expecting to get feedback, chat to people, and see how our food held up against a big name. Selling pouches wasn't even on our radar.
Except… people started asking to buy some on the spot. We hadn't brought any way to take payment - no card reader, nothing. So we improvised. People pulled out their phones, ordered straight through our website there and then, and we handed over the pouches as they walked out.
By the end of the session, we'd sold 15 pouches to 10 different people we never planned on selling to.
Moments like this are exactly why we do what we do. No gimmicks, no fancy marketing - just good food that speaks for itself when it's put right in front of someone.
More tasting sessions coming soon. If you see us out and about, come say hi and try it for yourself.
#itsliterallyjustfood
