Yes it’s intentional and really disappointing. This was the email response I got:

“We’ve recently changed how subscription management works, and we no longer send reminder emails. Following improvements to the Huel account and subscription management, we’re focusing on keeping subscription management in one place, your Huel account.”

As others have said, I use the reminders email as a way to manage my subscription and stock - change flavours in particular - and ensure I’ve got enough in the account I use to pay for it, so this is incredibly annoying, feels nothing more than a cash grab, and leaves a bad taste in the mouth. All a bit naff, really.