Sustainable Food, Scalable Growth: How Huel Localizes Its Mission with Smartcat

• Smartcat AI Agents turned localization from a cost center into a growth driver for global marketing.

• Centralized integrations across CMS, CRM, and creative tools enabled speed and quality at scale.

• Freed time now fuels strategy and campaign optimization rather than manual rework.

• One platform of AI Agents powers the entire company’s localization workflows.

As Huel expanded globally and planned additional market launches, its reliance on agencies and fragmented tools made localization costly, inconsistent, and difficult to scale into new regions. What began as an operational challenge soon became a major obstacle to relaunching their global website.

When the marketing team kicked off a full CMS migration to Contentful, those inefficiencies reached a breaking point. Their legacy system couldn’t keep up with Huel’s scale or complex workflows—deadlines slipped, manual fixes piled up, and global campaigns risked missing their launch windows.

The content wasn’t slowing them down. The fragmented process was. Without automated, integrated localization workflows, the team was getting bogged down manually preparing and transferring files between their legacy translation management system that wasn’t integrated across their entire stack, and other platforms. That’s when they made the decision to use the Smartcat enterprise AI platform for global content creation, localization, and automation with expert-enabled AI agents.

With Smartcat, Huel uses AI translation and review cycles from its trusted translators to maintain brand voice and nutritional terminology with consistency. This hybrid AI-plus-human model ensures quality across every channel without adding operational friction.

A reimagined web translation workflow built for scale

Huel’s localization lead Magdalena Tumulka implemented Smartcat in the middle of the CMS migration, transforming a high-visibility initiative at risk of slipping into a model of agility. Integrating Contentful with Smartcat restored speed and control, allowing Huel to relaunch localized sites with no manual work, higher quality, and within deadlines.

This shift reduced website localization time by roughly 99%, turning what previously took 13–18 hours per month into just a couple of minutes

A make-or-break decision during a high-stakes initiative became the catalyst for the company’s global growth, with multiple teams now leveraging Smartcat Agents to scale success.

Digital team freed up to innovate and optimize:

• Globalizing the email channel: By integrating Smartcat with Emarsys, Huel automated email localization—translating, templating, and sending campaigns worldwide in five minutes instead of hours.

• Ads in every language, shape and size: With Smartcat’s plug-and-play Figma integration, Huel cut ad design localization time in half and eliminated redundant ad creation across performance channels. On-brand translations appear in seconds and flow instantly into final designs for social, web, and ads. Asset localization is now 30–50% faster, with fewer errors and less designer rework.

Smartcat’s integrations with Figma, Emarsys, and Contentful help the Huel team eliminate manual prep work, file handling, and version control issues. These integrated workflows reduce execution time by 70–95% across Website, CRM, and Performance Marketing.

Product packaging consistent and localized at scale:

Smartcat’s AI-plus-human review flow ensures terminology, compliance-sensitive content, and product details remain accurate across languages.

Smartcat’s AI Agents learn from Huel’s brand voice, glossaries, and expert reviews to ensure consistent product names, ingredient references, and branding across every market.

Smartcat now helps Huel achieve growth more quickly, seamlessly, and with less manual effort. By streamlining workflows and improving language consistency, Smartcat enables Huel to scale high-performing localization across more regions, accelerating a key growth driver. 

Many Huel teams—from product to L&D—self-serve localization in Smartcat, maintaining centralized visibility and governance.

Localisation is an inherent growth lever for Huel. Localized websites and CRM experiences have driven an immediate commercial impact in certain international markets: marketing efficiency has improved by 30%, new-customer volume has increased by up to 80% at a lower CPA, and conversion rates have delivered double-digit gains, including lifts as high as 45% without additional spend.

Smartcat helps Huel deliver a unified brand voice across every market. Product names, ingredient lists, and key messages stay consistent in all nine languages, protecting trust and compliance. AI Agents trained on Huel’s content ensure every touchpoint—web, social, or CRM—sounds authentically on-brand.

Smartcat transformed localization into a high-leverage growth capability. Campaigns that once took hours now run in minutes, freeing teams to focus on strategy, testing, and performance improvement. Across Website, CRM, and Performance Marketing, automation eliminates 21 weeks of manual effort each year, reclaiming the equivalent of nearly half an FTE without adding headcount. 

This uplift gives Huel a leaner, more scalable operating model and redirects months of productivity back into growth, innovation, and higher-value priorities.

By automating workflows and unifying tools, Huel scaled global marketing without adding headcount. Operational costs fell by 50%, while launch cycles accelerated across markets. Smartcat transformed localization into a strategic capability, driving faster campaigns, stronger brand presence, and measurable business impact.

Smartcat provides Huel with an efficient, scalable model for future market expansion. The team is now equipped with a faster, more consistent workflow to support future growth without adding operational complexity, having previously recognized the importance of local-language experiences.