Danone to acquire Huel in strategic move into fast-growing complete nutrition market
Danone expands into complete nutrition with Huel acquisition, combining digital innovation and global scale to accelerate growth in nutritionally balanced meal solutions.
UK – Danone has announced a definitive agreement to acquire Huel, marking a strategic expansion into the rapidly growing complete nutrition market.
The acquisition forms part of Danone’s Renew Danone strategy, aimed at strengthening its position in functional nutrition while expanding into nutritionally balanced meal solutions. Financial details of the transaction were not disclosed.
Huel has established a strong presence in the complete nutrition segment, offering a portfolio of nutritionally balanced products including ready-to-drink beverages and powdered meal solutions.
The brand has built its footprint across the UK, Europe and the United States, supported by a digital-first business model and a significant direct-to-consumer customer base.
By integrating Huel into its portfolio, Danone plans to combine the brand’s digital capabilities and product innovation with its own global scale, nutritional expertise and international distribution network.
The companies said the combination is expected to accelerate growth, support new product development and enable further international expansion of Huel’s offerings.
Chief executive officer Antoine de Saint-Affrique highlighted the strategic alignment of the deal. “We are delighted to welcome Huel and the Huel team into the Danone family. What they have achieved in the fast-growing Complete Nutrition space fully resonates with Danone’s mission of delivering health through food,” he said.
He added: “Combining their range and best-in-class digital capabilities with Danone’s global reach and deep nutritional expertise offers exciting opportunities into the new and fast-growing nutritionally complete space, in line with our Renew Danone strategy. We look forward to learning from one another and unlocking new opportunities and growth for both businesses.”
The acquisition reflects increasing consumer demand for convenient, nutritionally balanced food options that support modern lifestyles.
Huel’s product range focuses on delivering complete meals in accessible formats, designed to help consumers meet daily nutritional requirements, including protein, fibre and essential nutrients.
In 2024, Huel generated £214 million (US$284 million) in revenue, according to company data.
Huel chief executive officer James McMaster said: “We are so excited to be joining Danone, and today marks the next step for Huel. We’ve spent ten years building a brand with a positive impact on people’s health.”
He added: “With Danone, we will now have the infrastructure, distribution and R&D capability to go further, into new markets and to more people, as demand for convenient, complete nutrition continues to grow.”
The transaction remains subject to customary closing conditions, including regulatory approvals.
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