Comparison to Jimmy Joy (Plenny)

Huel and Jimmy Joy (Plenny) have the same overall goal; to provide nutritious, affordable food with minimal impact on the environment. How this is achieved varies between the two and this article has been written to help highlight those differences. Which you prefer is entirely your choice.

This is a fact-based comparison looking at categories such as nutrition and price. We haven’t compared subjective factors such as taste or texture, as they are personal to you.


Jimmy Jo (Plenny) vs Huel Powder v3.0

Per 2000kcal Huel Powder (Vanilla v3.0) Jimmy Joy Plenny Shake (Vanilla v2.1)[1]
Protein (g) 145 100
Fiber (g) 35 41
Fat (g) 64 70
Sugar (g) 4 25
Main carb sources Oats, flaxseed, tapioca Oats, soy flour, maltodextrin
Contains soy? No Yes
Contains MCTs? Yes No
Price per 400kcal meal $1.10 $1.45
Shipping charges Free shipping in the US $9.50 charge under $75 order

*Correct as of 10/01/20. Price calculated on subscription (if available) for a minimum order, not including delivery.


It’s good to see that both Huel and Jimmy Joy have a protein content above the Daily Value (DV). This is because protein has several positives such as being utilized to build and repair tissues[2]. However, Huel Powder contains almost 50% more protein compared to Jimmy Joy. You can find out more about protein in our article Guide to Protein Quality, Digestion and Absorption.

Both Huel Powder and Jimmy Joy use flaxseed and sunflower oil as the main fat sources. However, Huel has a better omega-3:omega-6 ratio of less than 1:1 compared to around 1:3 for Jimmy Joy[3]. Huel Powder also contains medium-chain triglycerides (MCTs) from coconut. MCTs are a type of saturated fat that are metabolized differently to the more common long-chain triglycerides and so have additional benefits such as being an immediate source of energy[4].

Huel Powder doesn’t use maltodextrin as a carbohydrate source because oats and flaxseed have multiple advantages over maltodextrin. Such benefits include a low glycemic index and a naturally high fiber content. Fiber has several benefits including favorable effects on the gut microbiota and digestion[5, 6]. Additionally, oats and flaxseed provide a significant source of micronutrients. As a result, a large proportion of the vitamins and minerals in Huel Powder are from the main ingredients or naturally occurring, rather than being added. For example, 100% of the thiamin in Huel Powder is naturally occurring, derived from the six main ingredients.

Vitamins & Minerals

Where vitamins and minerals have been added to Huel Powder, the highest-quality form of each micronutrient that is available is chosen. For example, L-methylfolate calcium is used as a source of folate while most competitors use folic acid, L-methylfolate calcium is 1000-times more expensive, but the bioavailability is higher[7]. It’s not clear which form is used by Jimmy Joy as this is not declared. All the micronutrient forms used in Huel are shown to provide transparency, an important aspect for Hueligans. You can find out more about the vitamins and minerals in our article About the Vitamins & Minerals in Huel.

Huel Powder was produced with the US FDA DVs in mind while Jimmy Joy formula was made to match the EU Daily Recommended Amounts (RDA). This means that Jimmy Joy doesn't meet the FDA's DVs, most notably the required amounts for folate, calcium, and chloride. A consensus on the optimum amount of each micronutrient differs between experts but it’s an important consideration.

A good example of where the guidelines have been stepped away from with Huel is vitamin C. It’s widely considered that the amount of vitamin C we’re recommended to consume is too low[8], so this has been reflected in the Huel Powder formula by including acerola cherries, which are naturally high in vitamin C. The benefits of consuming more vitamin C include a healthy immune system, healthy skin and antioxidant properties (8). A higher vitamin C content also accounts for the interaction with antinutrients such as phytic acid and increases the bioavailability of iron, which you can find out more about here.

Additional Nutrients

As a significant percentage of Huel Powder is made up of oats and flaxseed there are several phytonutrients that are naturally present. Phytonutrients are substances that are found in certain plants and are beneficial to health. Extra phytonutrients such as lycopene (a substance that gives the red color to tomatoes) have also been added to Huel Powder as there is evidence that lycopene can reduce the risk of developing several diseases[9]. Further information on the phytonutrients in Huel can be found here.

Huel Powder v3.0 also contains Bacillus Coagulans MTCC 5856, a probiotic. Probiotics are beneficial bacteria which may exert health benefits, particularly for the gut.

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Huel Ready-to-drink compared

Per 2000kcal Huel RTD (Vanilla v1.0) Jimmy Joy Plenny Drink (Vanilla)[12]
Protein (g) 100 60
Fiber (g) 30 29
Fat (g) 95 72
Sugar (g) 15 35
Main carb sources Tapioca starch, oats, flaxseed Maltodextrin, oats (3%)
Contains soy? No Yes
Contains MCTs? Yes No
Price per 400kcal meal $3.71 $2.76
Shipping charges Free shipping in the US $9.50 charge under $75 order

*Correct as of 10/01/20. Price calculated on subscription (if available) for a minimum order, not including delivery.


Like the comparison to Huel Powder, Huel Ready-to-drink contains more protein than Jimmy Joy. Jimmy Joy has a protein content closer to the US recommended intake of 50g per day, which only covers our basic needs and prevents protein deficiency. The numerous positives of protein are well documented[11], hence a higher inclusion in Huel.

Huel Ready-to-drink contains flaxseed while Jimmy Joy does not. The presence of flaxseed ensures an adequate source of omega-3 fatty acids and an almost ideal omega-3:omega-6 fatty acid ratio. Huel Ready-to-drink also contains MCTs providing a preferable saturated fatty acid source.

The carbohydrate sources in Huel Ready-to-drink results in a low glycemic index (GI) of 25 and creates a smooth mouthfeel. A high GI food is digested and absorbed rapidly resulting in a more dramatic change in a person’s blood glucose than a low GI food. This is highlighted by Huel containing less than half the amount of sugar.

Vitamins & Minerals

As with Huel Powder, the vitamins and minerals in Huel Ready-to-drink have been carefully considered and produced with the US FDA DVs in mind. Along with L-methylfolate calcium being used over folic acid, the amounts of a number of micronutrients in Huel Ready-to-drink are higher than in Jimmy Joy for the additional benefits to health and to ensure adequate absorption. Again, for transparency, the form of each vitamin and mineral is present on the ingredient list to provide as much information as possible to the consumer.

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We have done the easy bit, it’s now over to you to decide on which product suits you best. We encourage you to try Huel, as well as the other products on the market so you can see which one aligns closely with your priorities, from nutrition to sustainability.

Ready to try Huel? Check out our product range.


  1. Jimmy Joy. Plenny Shake Vanilla. Date Accessed: 10/01/20. [Available from:]
  2. Wu G. Dietary protein intake and human health. Food Funct. 2016; 7(3):1251-65.
  3. Simopoulos AP. The importance of the ratio of omega-6/omega-3 essential fatty acids. Biomedicine & pharmacotherapy = Biomedicine & pharmacotherapie. 2002; 56(8):365-79.
  4. Schonfeld P, et al. Short- and medium-chain fatty acids in energy metabolism: the cellular perspective. J Lipid Res. 2016; 57(6):943-54.
  5. Anderson JW, et al. Health benefits of dietary fiber. Nutr Rev. 2009; 67(4):188-205.
  6. Kaczmarczyk MM, et al. The health benefits of dietary fiber: beyond the usual suspects of type 2 diabetes mellitus, cardiovascular disease and colon cancer. Metabolism. 2012; 61(8):1058-66.
  7. Scaglione F, et al. Folate, folic acid and 5-methyltetrahydrofolate are not the same thing. Xenobiotica. 2014; 44(5):480-8.
  8. Frei B, et al. Authors' perspective: What is the optimum intake of vitamin C in humans? Crit Rev Food Sci Nutr. 2012; 52(9):815-29.
  9. Zhang YJ, et al. Antioxidant Phytochemicals for the Prevention and Treatment of Chronic Diseases. Molecules. 2015; 20(12):21138-56.
  10. Jimmy Joy. Plenny Drink Vanilla. Date Accessed: 10/01/20. [Available from:]
  11. Wu G. Dietary protein intake and human health. Food Funct. 2016; 7(3):1251-65.

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