Danone eyes complete nutrition boom with move to acquire Huel

Danone has entered into an agreement to acquire UK-based nutrition brand Huel, marking a significant move into the fast-growing complete nutrition category and expanding its footprint in functional foods.

• Danone has entered into a definitive agreement to acquire Huel, expanding its presence in functional nutrition and the complete nutrition category.
• Huel has built an omnichannel business with strong direct-to-consumer sales and an international presence across the UK, Europe, and the USA.
• The deal has aimed to combine Huel’s digital capabilities and product range with Danone’s global scale, infrastructure, and R&D expertise.

The acquisition forms part of Danone’s Renew strategy, which has focused on strengthening its position in health-driven food categories. By bringing Huel into its portfolio, the company is extending into a segment centered on nutritionally complete, convenient meal solutions.

Danone reported that Huel’s product range, which includes ready-to-drink formats and powders, complements its existing offering while adding a strong digital and direct-to-consumer component. The brand has built a sizable customer base across multiple markets, supported by its online-first model and growing retail presence.

Antoine de Saint-Affrique, Chief Executive Officer of Danone, said the deal would expand the company’s reach into a new category aligned with its core mission. “Delivering health through food is at the heart of Danone’s mission. With the strong and successful Huel brand added to our family, we will extend our functional dairy and plant-based portfolio into a new, fast-growing space of nutritionally complete meals — fully in line with our Renew Danone strategy.”

He added that the acquisition would broaden the company’s offering across different consumption occasions. “This acquisition will further strengthen our presence in functional nutrition and broadens the range of options we can offer across new consumption moments — from quick shakes to hot meals and on-the-go options. Already well established across Europe, Huel has built strong engagement with consumers seeking simple, balanced and modern meal solutions, and has recently expanded into the US market.”

Danone has indicated that combining Huel’s capabilities with its own global infrastructure will support further growth. “Together, we will learn from each other and unlock new opportunities and growth for both businesses,” de Saint-Affrique said.

Huel has grown rapidly over the past decade, evolving from a direct-to-consumer startup into an omnichannel brand with a presence in retail and international markets. Its portfolio has expanded beyond powdered meal replacements to include ready-to-drink products, hot meals, bars, and other formats designed to deliver complete nutrition.

James McMaster, Chief Executive Officer of Huel, said the deal marked the next stage in the company’s development. “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 pointed to the company’s growth across channels and geographies. “We've grown into an omnichannel business with a strong direct-to-consumer foundation, an expanding international footprint, and a retail business that's scaling quickly. At the centre of it all is a loyal customer base.”

McMaster also highlighted the underlying consumer need that has driven Huel’s growth. “Most people don't get enough protein, fibre, or the right nutrients. That's the problem Huel exists to solve.”

Looking ahead, he said the partnership with Danone would enable further expansion. “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. We're so proud of what the team has built, and excited about what comes next.”

The transaction remains subject to customary closing conditions, including regulatory approvals.

The deal reflects increasing interest from major food companies in brands that combine convenience, nutrition, and strong consumer engagement. Huel’s model, built around direct relationships with customers and a focus on nutritionally complete products, has helped it carve out a distinct position within the broader protein and meal replacement market.

For Danone, the acquisition adds a fast-growing brand with a digitally driven business model and strong consumer engagement. For Huel, it provides access to global infrastructure, manufacturing capabilities, and research and development resources that could support further scale.

The combination highlights a continued convergence between established food multinationals and emerging nutrition brands, particularly in categories that address changing consumer expectations around health, convenience, and functionality.