Danone moves into protein market with huel acquisition
French food giant Danone has signed a definitive agreement to acquire Huel, a British company known for its high-protein powders, ready-to-drink meals, and snacks. While the purchase price was not disclosed, the deal represents a strategic move for Danone to expand its footprint in the growing functional nutrition sector.
The acquisition will merge Huel’s innovative product range and digital capabilities with Danone’s global distribution and nutritional expertise. According to Huel CEO James McMaster, the partnership will allow the brand to enter new markets and accelerate growth by leveraging Danone’s infrastructure, research, and development resources.
In 2024, Huel reported revenues of £214 million (approximately $284 million), demonstrating the strong demand for convenient, complete nutrition products in the evolving food market. This acquisition signals Danone’s commitment to diversifying its portfolio and meeting rising consumer interest in protein-rich, functional foods.
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