Danone is taking a new strategic step in the functional nutrition segment by announcing the signing of a definitive agreement to acquire Huel, a leading company in complete and nutritionally balanced food solutions. The transaction is part of the "Renew Danone" plan, with which the French group aims to strengthen its position in the highest growth segments.
Specifically, the integration of Huel will enable Danone to gain a stronger foothold in the Complete Nutrition market, a rapidly growing global segment driven by demand for convenient, balanced, and highly nutritional products. Huel stands out for its complementary portfolio, including ready-to-drink and powdered solutions, supported by an advanced digital model and a strong direct-to-consumer presence. Over the years, the brand has built a solid consumer base in the UK, Europe, and the US, cementing a distinctive positioning at the intersection of nutrition and convenience.
The transaction will combine Danone's industrial capabilities and global scale with Huel's innovative and digital approach, aiming to support growth, innovation, and international development. Huel's mission, focused on complete, sustainable, and accessible nutrition, is consistent with Danone's purpose, which has always been focused on promoting health through food at scale. The closing of the transaction remains subject to customary conditions, including approval by the relevant regulatory authorities.
"We enthusiastically welcome Huel to the Danone family. What we have built in the complete nutrition segment fully reflects our mission of promoting health through nutrition," said Antoine de Saint-Affrique, CEO of Danone, emphasizing the opportunities arising from the combination of nutritional expertise and digital capabilities. James McMaster, CEO of Huel, echoed this sentiment, emphasizing that joining Danone represents "the next step" in the company's growth journey, which has been built over ten years around a product offering that positively impacts consumer health.
McMaster also noted how Huel has developed an omnichannel model with a strong direct-to-consumer base and a rapidly expanding retail network, supported by a loyal community. According to the manager, the partnership with Danone will allow the company to leverage infrastructure, distribution, and research and development capabilities to expand its presence in new markets and reach a growing number of consumers. The acquisition confirms the growing focus of major food groups on innovative nutritional models that respond to increasingly dynamic lifestyles and the search for a balance between health, convenience, and sustainability. In this context, Danone strengthens its positioning in a segment that is set to play an increasingly central role in the evolution of the global food industry.
