Danone has announced the acquisition of UK-based startup Huel, known for its functional nutrition products, in a deal valued at approximately €1 billion, according to Revista Cariere.
From startup to global brand
Founded in 2015 by Julian Hearn and nutritionist James Collier, Huel started as a direct-to-consumer brand selling powdered meals online. It later expanded its portfolio to include ready-to-drink meals, nutrition bars, and soups, reaching thousands of retail locations across Europe and the US.
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Danone highlighted Huel’s digital strategy and direct-to-consumer model as key strengths, along with its strong integration potential within the group’s global distribution network.
Part of the “Renew Danone” strategy
The acquisition is part of the “Renew Danone” strategy, focused on expanding into health-oriented and sustainable categories.
CEO Antoine de Saint-Affrique stated that Huel’s positioning in complete nutrition aligns with Danone’s mission to deliver health through food.
For Huel, the partnership enables rapid expansion into new markets, leveraging Danone’s global infrastructure. CEO James McMaster emphasized the alignment between the two companies in terms of product philosophy and sustainability.
Strong growth and notable investors
Huel reported revenues of £214 million in 2024, with projections exceeding £250 million in 2025, and a pre-tax profit of around £13.8 million.
Founder Julian Hearn holds approximately 47% of the company, potentially earning around €470 million from the transaction.
The brand has also attracted investors such as Idris Elba, Jonathan Ross, and Grace Beverley.
Photo: Financial Times
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