Stories

Mon, 23 Mar 2026

Mon, 23 Mar 2026 Huel bought by Danone in €1bn deal

The health firm backed by actor Idris Elba and broadcaster Jonathan Ross is being bought by Danone for €1bn (£860m).

* Danone is buying meal supplement maker Huel for €1bn (£864m)
* Huel was founded in 2014 and offers a range of plant-based products, including shake powder, ready meals, nutrition bars, and health drinks
* The company has faced criticism over "misleading" advertising claims about the cost savings of using its meal replacement shakes
* Huel's products are sold mainly direct to consumers, but the Danone deal aims to expand into new markets
* The market for complete nutrition products is worth $5.9bn (£4.4bn), but some experts question the effectiveness of replacing meals with nutrient-rich drinks
* The deal is subject to regulatory approval and will allow Huel to access Danone's infrastructure, distribution, and R&D capabilities
* James McMaster, Huel's CEO, says the partnership will help the company "go further, into new markets and to more people"
* Huel already has a significant presence in the UK, Europe, and US, with a "fan base" of customers.