Danone has announced plans to acquire Huel as it looks to strengthen its position within the fast-growing functional nutrition market.
Huel specialises in nutritionally complete meal solutions, offering a broad portfolio that includes powders, ready-to-drink shakes, hot meals, snack bars, supergreens and functional beverages.
Built around a science-led formulation approach, Huel’s products are designed to deliver a balanced intake of essential macro and micronutrients in convenient, plant-based formats. The brand has primarily grown through a direct-to-consumer model, supported by an increasingly strong retail presence.
Already well established across the UK, Europe and the US, Huel brings a significant international footprint. Combined with Danone’s global scale, manufacturing expertise and distribution capabilities, the acquisition is expected to accelerate innovation, expand market reach and drive further growth.
A strategic move under the Renew Danone plan
The acquisition aligns with Danone’s wider “Renew Danone” strategy, first introduced in 2022. This programme has focused on reshaping the business through a series of cultural, operational and financial transformations.
Building on this foundation, the next phase — outlined during the company’s Capital Market Event in June 2024 — is centred on positioning Danone at the forefront of the evolving health and nutrition landscape.
Currently, Danone operates across three key health-focused categories: essential dairy and plant-based products, waters, and specialised nutrition. Looking ahead, the company aims to further evolve its portfolio by focusing on high-growth areas such as protein and gut health, while also expanding into new business models including away-from-home channels and medical nutrition.
In parallel, Danone is seeking to extend its geographic reach and adapt to shifting food and beverage industry trends and changing consumer expectations around convenience, health and functionality.
Leadership reaction
“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,” commented Antoine de Saint-Affrique, Danone SA chief executive officer.
“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.”
James McMaster, Huel’s chief executive officer, added: “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. 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. Most people don’t get enough protein, fibre, or the right nutrients. That’s the problem Huel exists to solve. 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 standard closing conditions, including regulatory approvals.
Danone employs approximately 90,000 people globally, with its products sold in more than 120 markets. In 2025, the company generated revenues of €27.3 billion. Its portfolio includes a wide range of established brands such as Actimel, Activia, Alpro, Aptamil, Evian and Volvic.
