In breaking news, Danone has agreed to acquire UK-based nutrition brand Huel for €1bn (£864m).
Founded in 2014 in Buckinghamshire, Huel built its reputation on nutritionally complete meal replacement shakes designed for convenience-first consumers. The brand is known for its strong digital presence and has celebrity investors like Jonathan Ross and Idris Elba.
Since launch, Huel has expanded into ready meals, snack bars, and functional drinks, all plant-based and aligned with sustainability and wellness trends that resonate strongly with online audiences. Its D2C model has been central to its growth, focusing on social media, creator partnerships, and community-led marketing to scale globally.
However, the brand hasn’t been without controversy. The UK’s advertising regulator previously banned several Huel campaigns for “misleading” claims, including messaging around the cost-effectiveness of replacing traditional diets with meal shakes.
For influencers and marketers, the acquisition underscores the rising value of brands that successfully merge performance marketing with authentic community engagement. Danone specifically cited Huel’s “best-in-class digital capabilities” as a key asset.
Huel’s positioning also taps into a booming “complete nutrition” category, now valued at an estimated $5.9bn (£4.4bn). While some experts remain sceptical about fully replacing meals with supplements, demand continues to grow, particularly among the younger, digitally engaged demographics targeted.
With Danone’s global infrastructure, distribution, and R&D capabilities, Huel is now poised to expand into new markets at scale. As CEO James McMaster noted, the partnership enables the brand to reach more consumers seeking convenient, nutritionally balanced options.
"Most people don't get enough protein, fibre, or the right nutrients. That's the problem Huel exists to solve,” he said. "With Danone, we will now have the infrastructure, distribution and research and development capability to go further, into new markets and to more people."
For Danone, which is already home to brands like Actimel, Activia, and Alpro, the acquisition is a strategic push into digitally native wellness.
We’ll be watching to see how Huel continues to succeed.
