Celebrity entrepreneur Steven Bartlett has stepped down from his role as a director of nutrition brand Huel.

The change was confirmed via a Companies House listing this week, noting that the termination of his appointment took place on 20 January.

Huel founder Julian Hearn first announced Bartlett’s appointment as a non-executive director in February 2021, however it is understood that due to other commitments, he has decided to leave the role.

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A spokesperson for the brand told The Grocer: “Steve has recently moved to LA and is involved with so many businesses that’s it’s hard for him to commit time to a Huel board role,” adding that “he remains an investor in the business”.

It comes after a Huel online advert was banned last year following “misleading” endorsements from Bartlett.

The sponsored posts on Facebook, which appeared in February, included quotes from the Dragon’s Den star complimenting the products.

However, the Advertising Standards Authority (ASA) banned the adverts after they failed to disclose Bartlett’s involvements as a director.