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Protein Shake Maker Huel Acquired by Danone in One Billion Euro Deal

The British meal replacement company backed by Idris Elba and Jonathan Ross will join the French consumer goods giant

Zotpaper••2 min read
Huel, the British protein shake and meal replacement company backed by celebrity investors including actor Idris Elba and TV presenter Jonathan Ross, has agreed to be acquired by French consumer goods giant Danone in a deal worth approximately one billion euros. The acquisition brings one of the UK's most prominent direct-to-consumer food brands under the umbrella of a global nutrition conglomerate.

Founded by Julian Hearn, Huel started as an online-only brand selling food powders designed to provide complete nutrition. The company has since expanded into snack bars, ready-to-drink shakes, and hot meals, all built from plant-based ingredients fortified with vitamins.

The brand is now available in more than 25,000 stores worldwide, a dramatic expansion from its direct-to-consumer roots. The celebrity backing from Elba and Ross helped raise the company's profile, and both investors are likely to receive significant paydays from the deal.

For Danone, the acquisition fits with its strategy of expanding in the health and nutrition space. The French group has been reshaping its portfolio to focus on high-growth categories, and Huel's strong brand recognition among health-conscious younger consumers makes it an attractive addition.

The billion-euro valuation represents a substantial premium for a company that was still building out its retail presence, reflecting Danone's willingness to pay up for brands with strong consumer loyalty and growth potential.

Analysis

Why This Matters

The deal signals continued appetite from legacy food companies to acquire digitally native brands with loyal customer bases, even at premium valuations.

Background

Huel has been a polarising brand, loved by busy professionals seeking convenient nutrition and dismissed by food purists. Its growth trajectory proved the market for complete nutrition products is larger than sceptics expected.

Key Perspectives

Danone's willingness to pay a billion euros suggests the meal replacement and functional nutrition category is being taken seriously by the biggest players in the food industry.

What to Watch

Whether Huel maintains its brand identity and product quality under Danone ownership, or whether corporate integration dilutes what made it distinctive.

Sources