Danone has announced it has entered into an agreement to acquire Huel, taking on its complete, nutritionally balanced meals.
In line with its Renew Danone strategy, the acquisition will enhance the presence in functional nutrition and extend its portfolio into the “fast-growing complete nutrition space,” it said. The range spans various food forms including ready-to-drink and powders.
Antoine de Saint-Affrique, Danone SA CEO, said: “We’re delighted to welcome Huel and the team into the Danone family. What they’ve achieved in the fast-growing complete nutrition space fully resonates with Danone’s mission of delivering health through food.
“Combining the 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, Huel’s CEO, added: “We’re so excited to be joining Danone. 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.”
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