Danone bites into complete nutrition with Huel talks

Danone has entered into a definitive agreement to acquire Huel, a global leader in nutritionally balanced meal solutions, in a move to bolster its presence in the rapidly expanding functional nutrition sector.

The acquisition aligns with the “Renew Danone” strategy, designed to extend the company’s portfolio into the “fast-growing Complete Nutrition space” by integrating Huel’s diverse range of powders, ready-to-drink shakes, and savoury meals.

The partnership seeks to combine Huel’s “best-in-class digital execution” and strong direct-to-consumer foundation with Danone’s massive global scale and deep research and development expertise.

By leveraging Danone’s reach across more than 120 markets, the companies aim to accelerate international expansion and innovation to meet rising consumer demand for convenient, sustainable food options.

Antoine de Saint-Affrique, Danone SA chief executive officer, expressed enthusiasm for the merger, noting that Huel’s achievements “fully resonate with Danone’s mission of delivering health through food”. He further emphasised that the combination of Huel’s digital capabilities and Danone’s nutritional expertise “offers exciting opportunities into the new and fast-growing nutritionally complete space”.

Huel’s leadership also viewed the acquisition as a pivotal moment for the brand’s growth. Chief executive officer James McMaster highlighted that while Huel has spent a decade building an omnichannel business, joining Danone provides the necessary “infrastructure, distribution and R&D capability to go further, into new markets and to more people”. He added that the mission remains focused on solving the problem that “most people don’t get enough protein, fibre, or the right nutrients”.

The transaction remains subject to customary closing conditions and regulatory approvals. As Danone continues to focus on value creation following its €27.3 billion in sales in 2025, the integration of Huel is expected to restore long-term competitiveness while maintaining a commitment to measurable nutritional and social impact.