Danone acquires Huel to dominate the plant-based nutrition market
Danone has agreed to acquire Huel, a fast-growing nutrition brand known for its plant-based meal replacements. The deal aims to boost Danone's position in functional nutrition while expanding Huel's global reach. Both companies share a focus on health-driven food solutions.
Founded in 2015 by Julian Hearn, Huel has built a loyal following with products like powders, ready-to-drink shakes, and meal bars. The brand operates primarily in the UK, Europe, and the US, relying on strong digital sales and a direct-to-consumer model.
Huel's products are made from plant-based ingredients such as oats, peas, rice, flaxseed, coconut, and sunflower. The brand's mission—to provide convenient, complete nutrition—aligns closely with Danone's goal of delivering health through food. Danone's global scale and resources are expected to accelerate Huel's growth, innovation, and international expansion.
James McMaster, Huel's CEO, welcomed the acquisition, calling it an opportunity to reach more customers worldwide. The deal remains subject to regulatory approvals and other standard closing conditions. Earlier this year, Huel faced scrutiny when former board member Steven Bartlett promoted the brand on Facebook without disclosing his directorship. The ads were banned, and Bartlett later resigned from the board. Despite this, he recently praised Huel as a 'Great British success story' and shared a phone call with founder Julian Hearn following the acquisition announcement.
The acquisition will allow Huel to tap into Danone's distribution networks and expertise in functional nutrition. Danone, in turn, gains a foothold in the rapidly growing complete nutrition market. The partnership is set to strengthen both brands' presence in health-focused food sectors.
