Companies of all sizes have been taking part in the functional protein trend, where brands are relentlessly pushing out foods and drinks with varying levels of protein, or taking some of their already known items and adding protein to them. Another thing that’s been happening in this sort of area is that giant corporations have been snatching up established brands and bringing their better-for-you options under banners.
Danone is one of those giant corporations, and it has just executed another great example of a better-for-you brand acquisition, agreeing to buy the hugely successful nutrition brand Huel in a deal valued at close to €1 billion or $1.15 billion. This is a huge achievement for Huel, which has already massively stepped up over the last few years, expanding its catalog to include a superfood drink, a standout energy drink, and more.
The plan with Huel under Danone is to combine it with its global scale, infrastructure, and proven experience. As much success as Huel has seen, doing £214 million in revenue in 2024, the partnership will further strengthen it, especially in reach, thanks to Danone’s distribution and development capabilities. For more on the acquisition, you can check out the complete press release straight from Danone on its official website.
