Celebrity-Backed Protein Brand Huel Acquired by Danone in €1B Deal

Huel, the protein shake maker which counts actor Idris Elba and TV presenter Jonathan Ross among its investors, has agreed to be acquired by the French consumer goods group Danone in a deal worth about €1 billion (£870 million).

The British company, which makes food powders, snack bars and meals from a blend of plant-based ingredients and fortified with vitamins, started out selling its powders online. It is now available in more than 25,000 stores around the world.

Founded by Julian Hearn, Huel has grown rapidly in recent years, capitalizing on the increasing consumer demand for nutritious, sustainable, and convenient food options. The company's products, which are designed to provide a balanced, nutrient-rich meal replacement, have found a loyal following among health-conscious consumers and fitness enthusiasts.

The acquisition by Danone, a global leader in the food and beverage industry, is seen as a testament to Huel's success and the potential of the plant-based nutrition market. The deal is expected to provide Huel with the resources and expertise to further expand its reach and product offerings, while also allowing Danone to bolster its position in the growing health and wellness.

For the founders and investors, the acquisition is likely to be a lucrative payday. Julian Hearn and Idris Elba, as well as Jonathan Ross, are expected to receive a significant return on their investment in the company.

The deal highlights the increasing interest and investment in the plant-based and functional food space, as consumers seek out healthier and more sustainable alternatives to traditional products. With Danone's global reach and expertise, Huel is poised to further solidify its position as a leading player in the rapidly evolving health and nutrition market.

The acquisition is subject to regulatory approval and is expected to be completed in the coming months. Once finalized, the integration of Huel into Danone's portfolio will be closely watched, as the two companies work to leverage their respective strengths and capitalize on the growing demand for nutritious, convenient, and sustainable food options.