Idris Elba-backed firm Huel bought by Danone in €1bn deal
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Danone, the French consumer goods group, is acquiring Huel, the British protein shake and food powder company, for approximately €1 billion. Huel, founded in 2015 by Julian Hearn and James Collier, has grown from an online retailer to a global brand available in over 25,000 stores, catering to time-poor professionals with plant-based, vitamin-fortified meals. The deal is expected to generate a significant payout for shareholders, including co-founder Julian Hearn and investors like actor Idris Elba. Danone aims to expand its presence in the growing "functional nutrition" market with this acquisition, leveraging Huel's existing infrastructure and research capabilities to reach new markets. Huel reported £13.8m in pre-tax profit on revenues of £214m in 2024.
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AI-ExtractedWith Danone, we will now have the infrastructure, distribution and R&D capability to go further, into new markets and to more people.
Huel made £13.8m in pre-tax profit on revenues of £214m in 2024.
In 2024, Huel was slapped on the wrist by the advertising watchdog for failing to disclose its commercial relationship with Bartlett.
Huel co-founder Julian Hearn will make about £400m from the deal.
Huel has agreed to be acquired by Danone in a deal worth about €1bn (£870m).
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