Danone bolsters functional range with Huel offer
NUTRITIONAL products firm Danone has announced its plans to acquire the food supplement brand Huel.
The acquisition is set to enhance Danone’s presence across the functional nutrition space and extend its portfolio into the fast-growing “complete nutrition” category.
Huel’s range spans across ready-to-drink options as well as powder-based ones as well, providing convenience and varied choice for consumers that spans across different mealtime opportunities.
Danone said the brand has already been established across key markets in the UK through its strong marketing including digital executions, strong direct-to-consumer digital sales and a fan-base spanning across UK, Europe and the US.
Danone believes combining this with the firm’s scale, capabilities and global reach will help to accelerate Huel’s growth further in the space and deliver on the brand’s nutritionally complete, convenient and sustainable food supplement solutions.
The transaction remains subject to customary closing conditions, including regulatory approvals.
Antoine de Saint-Affrique, Danone SA chief executive officer, said: “We are delighted to welcome Huel and the Huel team into the Danone family. 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.”
James McMaster, chief executive officer at Huel, said: “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 omni-channel 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.”
