Danone Acquires Huel, Expanding Protein Product Portfolio

Danone has agreed to buy British nutrition brand Huel for about 1 billion euros, sources said on March 23. The deal brings the plant-based maker into Danone’s portfolio.

Deal details

The French group signed a definitive agreement to acquire Huel. The brand sells powdered meals, ready-to-drink products and high-protein snacks.

Danone plans to merge Huel’s product range and digital capabilities with its global reach and nutritional expertise. The company declined to comment on the exact price tag.

Strategic rationale

Danone’s chief executive said Huel’s positioning fits the group’s health-through-food strategy. The acquisition aims at building scale in higher-growth categories.

Danone Acquires Huel will accelerate the company’s move into plant-forward nutrition. It also supports Expanding Protein Product Portfolio and digital-first consumer channels.

Huel profile

Founded in 2014, Huel markets nutritionally complete, plant-based meal replacements. The brand targets time-pressed and health-conscious consumers.

Huel grew through a direct-to-consumer model and expanded retail presence in Europe and the United States. CEO James McMaster said Danone’s infrastructure will help open new markets.

Market and financials

Future Market Insights estimated the complete nutrition market at $5.9 billion in 2025. The sector is forecast to grow at a 6.5% CAGR over the next decade.

Danone posted over 27 billion euros in annual sales and operates across dairy, plant-based products, bottled water, and specialised nutrition. Huel reported 214 million pounds in revenue for 2024.

Integration and outlook

Danone will use its distribution and R&D to scale Huel’s offerings. The acquisition could speed product innovation and global rollout.

Market watchers will watch how the brands combine retail and digital channels. The move signals increased industry focus on complete, protein-forward nutrition.

This report for Filmogaz.com is based on company statements and sources close to the matter dated March 23.