On March 23, 2026, the nutrition world was shaken up by the news that French food giant Danone SA had agreed to acquire Huel, the British startup known for its plant-based, nutritionally complete meal replacements. The deal, reportedly worth around €1 billion ($1.1 billion) according to The Financial Times, marks a pivotal moment for both companies—and for the rapidly expanding market of functional nutrition.
Huel’s journey is nothing short of remarkable. Founded in 2015 by Julian Hearn, a former manual laborer from Buckinghamshire, and nutritionist James Collier, Huel began as a direct-to-consumer brand selling powdered meals online. From those humble beginnings in Hearn’s garage, the company has grown into a global omnichannel business. Today, Huel’s offerings span ready-to-drink meals, snack bars, hot meals, vitamin drinks, and greens products, distributed across tens of thousands of retail locations in the UK, Europe, and the United States. The company’s digital strategy and direct-to-consumer model have been described by Danone as “best-in-class.”
Danone’s decision to acquire Huel is part of its broader “Renew Danone” strategy, aimed at driving sustainable and profitable growth by expanding into health-focused categories. As Antoine de Saint-Affrique, CEO of Danone, put it, “What they have achieved in the fast-growing complete nutrition space fully resonates with Danone’s mission of delivering health through food.” He added, “We look forward to learning from one another and unlocking new opportunities and growth for both businesses.” (The Times)
For Huel, the acquisition opens the door to a new phase of growth. CEO James McMaster, who joined the company nearly nine years ago, emphasized the shared mission between the two brands: “We share a common mission with Danone. As B Corps, both companies are focused on delivering convenient, nutritionally complete products with a lower environmental footprint. With Danone’s infrastructure and global distribution network, we will be able to reach new markets, scale more efficiently, and maintain momentum behind our mission.” (The Wall Street Journal)
McMaster further highlighted the brand’s impact: “Most people don’t get enough protein, fibre or the right nutrients. That’s the problem Huel exists to solve. With Danone, we will now have the infrastructure, distribution and R&D capability to go further, into new markets and to more people, as demand for convenient, complete nutrition continues to grow.”
Huel’s rise has been fueled by the so-called “optimization culture,” which appeals to busy professionals and health-conscious consumers seeking convenient, healthy meal solutions. Its early marketing targeted “tech bros”—start-up workers, freelancers, and programmers who often skipped traditional meals. The brand’s aesthetic, with matte white pouches and minimalist typography, drew inspiration from Silicon Valley rather than the grocery aisle. Over time, Huel’s reach broadened, and its customer base has played a central role in shaping the company’s product development and innovation.
The numbers tell a story of rapid growth: Huel reported £214 million in revenue for the year ending July 2024, a 16% increase from the previous year, and is estimated to exceed £250 million for fiscal 2025. The business turned a pre-tax profit of £13.8 million, according to The Telegraph. Its last funding round in 2022 valued the company at €483 million ($560 million), making Danone’s acquisition a significant step up in valuation and a strong signal of confidence in the future of the category.
Julian Hearn, Huel’s founder, stands to become a multi-millionaire from the deal. With an estimated 47% stake in the company, Hearn could net approximately €470 million (£400 million) from the sale, according to The Times. Hearn’s journey is the stuff of entrepreneurial legend: after leaving school at 16 with two E grades, he worked as a laborer digging holes in the road before eventually earning a degree from Bournemouth University. He worked in marketing at Tesco and Starbucks, founded a creative agency, and then launched Huel with Collier. Hearn developed Huel as a “nutritionally complete” meal replacement, relying on plant-based ingredients and vitamin supplements. He’s been a vocal advocate for the brand, famously replacing both breakfast and lunch with Huel drinks for years.
Celebrity investors have also played a role in Huel’s story. Actor Idris Elba and his wife Sabrina, presenter Jonathan Ross, entrepreneur Steven Bartlett, and influencer Grace Beverley have all held stakes in the company. Bartlett, known for his podcast “Diary of a CEO,” was an early investor and board member, though he sold his shares in 2025. Some of Bartlett’s adverts for Huel were banned by the Advertising Standards Authority in 2024 for failing to disclose his commercial relationship with the company—a reminder of the scrutiny that comes with rapid growth and celebrity backing.
Huel’s expansion hasn’t been without challenges. The brand has faced criticism from advocates of traditional food for its “ultra-processed” products and has weathered regulatory pushback over advertising claims. Nonetheless, it has persisted, arguing that not all ultra-processed foods are inherently bad and emphasizing the nutritional completeness of its offerings. The broader market for meal replacement shakes and functional nutrition products is booming, with global valuations topping $15 billion in 2025. In the UK alone, purchases of functional drinks increased by 13% year-on-year, according to Worldpanel data reported by The Wall Street Journal.
Danone, for its part, sees Huel as a strong addition to its existing portfolio, which includes brands like Activia and Evian. Barclays analysts noted, “Huel adds something slightly different; a scaled consumer brand in everyday complete nutrition, with strong digital execution and a younger, more lifestyle-oriented consumer proposition. In that sense, Huel can sit between Danone’s mainstream high-protein offer and its more clinical nutrition assets, and we therefore see this as a very strong addition to the portfolio.”
The acquisition also reflects Danone’s broader strategy to invest in high-value, science-driven nutrition products. The company generated sales of €27.3 billion last year and has been using record profits to pursue high-profile acquisitions, including the purchase of US-based Kate Farms the previous year. Danone’s leadership believes that products like Huel are well-positioned to benefit from shifting consumer attitudes toward healthy eating, the rise of GLP-1 weight loss drugs, and the growing demand for protein-rich, convenient foods.
Looking ahead, Huel will continue to operate under its own brand, with James McMaster remaining as CEO and the company headquartered in Buckinghamshire. There are no changes planned for staffing, ensuring continuity for the team that has grown from about 20 employees to more than 350. The deal is still subject to customary closing conditions, including regulatory approvals, but both companies are optimistic about the future.
For Huel’s founders, investors, and loyal customers, this acquisition signals not just a payday but a validation of a bold idea: that the future of food may well be found in a bottle, a pouch, or a bar—delivered with the click of a button and designed for the demands of modern life.