Danone announced it has entered a definitive agreement to acquire Huel, a leading provider of complete, nutritionally balanced meal solutions, extending the French food company’s portfolio into the fast-growing complete nutrition space.
The acquisition aligns with Danone’s Renew Danone strategy focused on restoring growth and competitiveness through presence in health-focused, fast-growing categories. Huel’s product range spans ready-to-drink beverages, powders, hot meals, nutrition bars, supergreens, and functional beverages, all formulated with plant-based ingredients.
“We are delighted to welcome Huel and the Huel team into the Danone family,” said Antoine de Saint-Affrique, Danone CEO. “What they have achieved in the fast-growing complete nutrition space fully resonates with Danone’s mission of delivering health through food.”
The transaction remains subject to customary closing conditions including regulatory approvals. Financial terms were not disclosed.
Digital-native brand with direct-to-consumer strength
Huel operates primarily through a direct-to-consumer model supported by what Danone characterizes as best-in-class digital capabilities. The brand has developed a highly engaged customer community and strong brand advocacy, particularly in the UK, Europe, and the United States.
The company has expanded from its digital foundation into omnichannel distribution, developing a retail business that Huel CEO James McMaster described as “scaling quickly.” This combination of strong direct-to-consumer sales and expanding retail presence positions Huel as a digital-native brand successfully transitioning to broader distribution.
“We’ve spent ten years building a brand with a positive impact on people’s health,” McMaster said. “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.”
Addressing nutritional gaps through complete nutrition
Huel’s product formulations provide essential macronutrients and micronutrients in convenient formats, targeting consumers who may not obtain adequate protein, fiber, or other nutrients through conventional diets. All products are plant-based and designed to deliver complete nutritional profiles.
“Most people don’t get enough protein, fiber, or the right nutrients. That’s the problem Huel exists to solve,” McMaster explained. “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.”
The complete nutrition category addresses consumer demand for nutritionally balanced meal replacements and supplements that provide comprehensive nutrient profiles in single servings. Products compete with traditional meal occasions as well as conventional protein supplements and nutrition bars.
Combining capabilities for accelerated growth
Danone plans to leverage its global distribution infrastructure, R&D capabilities, and nutritional expertise to accelerate Huel’s international expansion and innovation. The acquisition provides Danone with digital capabilities and direct-to-consumer expertise while giving Huel access to Danone’s scale and established market presence.
“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,” de Saint-Affrique said.
Huel’s mission to provide nutritionally complete, convenient, sustainable food aligns with Danone’s stated purpose of bringing health through food to as many people as possible. Both companies emphasize sustainability in product development and operations.
Danone’s functional nutrition expansion
The acquisition strengthens Danone’s position in functional nutrition, one of three categories the company operates alongside Essential Dairy & Plant-Based products and Waters. Danone’s Specialized Nutrition division includes brands like Aptamil and Nutrilon focused on infant nutrition and medical nutrition products.
Huel adds a consumer-facing complete nutrition platform targeting active adults seeking convenient, nutritionally balanced meal solutions. This differs from Danone’s existing specialized nutrition offerings primarily focused on specific life stages or medical needs.
Danone generated €27.3 billion (approximately $29.8 billion) in sales in 2025 with approximately 90,000 employees and products sold in over 120 markets. The company’s portfolio includes international brands such as Actimel, Activia, Alpro, evian, and Silk alongside regional brands.
The company achieved B Corp certification at global level in 2025, meeting standards for social and environmental performance, accountability, and transparency. Danone is listed on Euronext Paris and included in sustainability indexes managed by Moody’s, Sustainalytics, MSCI, FTSE4Good, and the Access to Nutrition Index.
