On March 23, 2026, French food and beverage giant Danone announced a landmark deal to acquire UK-based Huel, the plant-based meal and protein shake maker, in a transaction valued at approximately €1 billion ($1.15 billion). The deal, which is still subject to regulatory approval, marks a major step for Danone as it expands into the fast-growing world of functional and complete nutrition—an industry now booming thanks to health-conscious consumers and the rise of new weight-loss medications like GLP-1s.
Huel, whose name is a blend of “human” and “fuel,” has become a household name among busy urban professionals and health enthusiasts. Founded in 2015 by Julian Hearn and nutrition specialist James Collier, Huel started as an online retailer of nutritionally complete food powders. Today, its product range includes ready-to-drink protein shakes, powders, nutrition bars, Hot & Savory meals, supergreens, and other functional beverages—all formulated to deliver essential macronutrients and micronutrients in convenient, plant-based formats. The company now boasts a presence in more than 25,000 stores worldwide and employs around 300 people at its Tring, Hertfordshire headquarters, according to The Guardian.
Huel’s innovative approach and rapid growth have attracted a star-studded list of investors, including actor Idris Elba and his wife Sabrina, TV presenter Jonathan Ross, and former director and podcast host Steven Bartlett. While the exact stakes of Elba and Ross remain undisclosed, filings reveal that co-founder Julian Hearn will make about £400 million from the sale, making him one of the biggest beneficiaries of the deal.
Danone’s acquisition of Huel is widely seen as a strategic move to bolster its portfolio in the health and nutrition sector. The French multinational, known for brands like Evian water, Activia yoghurt, Alpro plant-based milk, and infant formula Aptamil, has been actively pursuing growth in what it calls the “Complete Nutrition” space. Danone CEO Antoine de Saint-Affrique described the acquisition as a perfect fit with the company’s “Renew Danone” strategy, which aims to restore growth and competitiveness by focusing on health-driven categories.
“We are delighted to welcome Huel and the Huel team into the Danone family,” de Saint-Affrique said in a statement released by Danone. “What they have achieved in the fast-growing Complete Nutrition space fully resonates with Danone’s mission of delivering health through food. Combining their range and best-in-class digital capabilities with Danone’s global reach and deep nutritional expertise offers exciting opportunities into the new and fast-growing nutritionally complete space, in line with our Renew Danone strategy. We look forward to learning from one another and unlocking new opportunities and growth for both businesses.”
Huel’s CEO James McMaster echoed this optimism, emphasizing how Danone’s infrastructure, distribution, and research and development capabilities would help the brand reach new markets and more people. “We are so excited to be joining Danone, and today marks the next step for Huel. We've spent ten years building a brand with a positive impact on people's health. We've grown into an omnichannel business with a strong direct-to-consumer foundation, an expanding international footprint, and a retail business that's scaling quickly. At the centre of it all is a loyal customer base. 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. We're so proud of what the team has built, and excited about what comes next,” McMaster said, as reported by Danone’s official press release.
Huel’s financial performance has been robust. In 2024, the company posted a pre-tax profit of £13.8 million from a turnover of £214 million, with revenues rising to more than £250 million in 2025 and profit margins hovering around 10%, according to The Guardian and Gotrade News. The company’s growth has been fueled by increasing demand for quick and complete nutrition solutions, especially among consumers juggling busy schedules or seeking healthier alternatives to traditional meals. Analysts note that Huel’s digital-first, direct-to-consumer model, combined with its expanding retail presence, has created a highly engaged community and strong brand advocacy.
The acquisition comes at a pivotal moment for the food and beverage industry, as shifting consumer habits and new medical trends reshape the market. Experts at ING, cited by CNBC, point out that the adoption of GLP-1 weight-loss drugs—currently used by about 2% of the adult population in Europe—is expected to accelerate, potentially reaching a global market size of $100 billion by 2027. This transformation is pushing food makers to rethink product lines, focusing on portion control, recipe tweaks, and premium offerings that cater to a more health-conscious public. Danone’s CEO told CNBC that its existing portfolio of yoghurts and water is “extremely complementary” to the rise of GLP-1 drugs and growing health awareness.
Huel’s rise has not been without challenges. In 2024, the company faced scrutiny from the UK’s advertising watchdog for failing to disclose its commercial relationship with Steven Bartlett in social media promotions. Bartlett, a prominent advocate for Huel, stepped down as director last year, according to Companies House filings. Still, the brand’s reputation and customer loyalty appear undiminished, with its mission of providing sustainable, accessible nutrition resonating strongly with modern consumers.
The deal also brings significant returns for Huel’s investors and founders. Julian Hearn’s journey is particularly notable: having left school at 16 with few qualifications, he worked various jobs before returning to education and eventually launching a successful marketing business. After selling his first company, Mash Up Media, Hearn pivoted to the health industry, founding Huel and building it into a global leader in plant-based, nutritionally complete meals. Now, with Danone’s backing, Huel is poised for even greater international expansion.
Meanwhile, competition in the sector remains fierce. Applied Nutrition, a rival UK-based company, reported more than 50% growth in sales and pre-tax profit in the six months to January 2026, despite warning that the ongoing war in Iran could disrupt its trading in the coming year. Huel’s ability to maintain momentum and innovate will be tested as the functional nutrition space continues to evolve.
For Danone, which generated €27.3 billion in sales in 2025 and achieved global B Corp certification, the Huel acquisition is a bold bet on the future of food. The company’s commitment to health, sustainability, and innovation is now reinforced by Huel’s digital expertise and loyal customer base. As both companies look to the future, the partnership promises to shape how millions around the world eat—and think about nutrition—in the years ahead.
With regulatory approvals pending, all eyes will be on how Danone and Huel navigate this new chapter, blending tradition and innovation to meet the changing appetites of a global market.