The UK's Competition and Markets Authority has given the green light to Danone's acquisition of Huel, a $1,2 billion deal that brings one of the most recognizable brands in complete nutrition to the French group.
The authority had opened a preliminary investigation to assess whether the merger could reduce competition in the British market, where Huel has built a very strong presence over the years.
Founded in 2015 by Julian Hearn in Hertfordshire, Huel has grown by focusing on products designed to replace or simplify meals: powders, bars and ready-to-drink beverages, predominantly plant-based.
The brand built much of its growth through direct-to-consumer, then gradually expanded its presence in retail. CEO James McMaster described Huel as an omnichannel business, with a digital foundation that remains central.
For Danone, the acquisition is part of its Renew Danone strategy and adds a strong brand to its portfolio in the areas of functional nutrition and complete meals.
Antoine de Saint-Affrique, CEO of the group, emphasized the value of combining Huel's offering, its digital expertise, and Danone's international distribution capabilities.
The deal's appeal also lies in its business model. Huel brings a direct relationship with consumers and strong online recognition, while Danone can offer a much broader distribution scale.
With the CMA's approval, one of the last regulatory obstacles to an acquisition that would further expand Danone's scope beyond the more traditional categories of dairy, plant-based, and specialized nutrition has fallen.
