The French company Danone has announced the acquisition of the British company Huel, which specialises in complete nutrition products. According to Agriland, the deal is in line with the company’s Renew Danone strategy and aims to strengthen its position in the functional nutrition segment.
Expansion in the functional food segment
The acquisition of Huel will enable Danone to strengthen its presence in the fast-growing ‘complete nutrition’ segment—products that provide a complete nutritional profile.
Huel’s product portfolio includes a range of formats, including ready-to-drink (RTD) beverages and powdered mixes. The company has a strong digital sales model focused on direct-to-consumer (D2C) sales, as well as an established base of loyal customers in the UK, Europe and the US.
Danone will accelerate Huel’s growth
Danone notes that the company’s scale, global presence and expertise will help Huel to accelerate its growth, innovation and international expansion.
The agreement is currently in the final stages and is subject to standard conditions, including regulatory approvals.
Comments from the parties
“We are delighted to welcome Huel and its team to the Danone family. Their success in the fast-growing complete nutrition segment is fully in line with our mission to promote health through nutrition,” said Danone CEO Antoine de Saint-Affrique.
“Combining their product portfolio and digital capabilities with Danone’s global presence opens up new opportunities for growth,” he added.
For his part, Huel CEO James McMaster emphasised the strategic importance of the deal for the company:
“We are delighted to be joining Danone — this marks a new chapter in Huel’s development. Over the past 10 years, we have built a brand focused on consumer health.”
“Together with Danone, we will gain access to infrastructure, distribution and R&D, which will enable us to enter new markets and scale up our business,” he said.
New opportunities for the market
The deal reflects the global trend of growing demand for convenient and functional food products. The ‘complete nutrition’ segment is experiencing rapid growth, prompting major companies to expand their portfolios with innovative brands.
Source: Agriland
