Danone agrees to buy Huel, expanding functional nutrition lineup
Danone has agreed to acquire Huel, a maker of nutritionally balanced meal solutions, as it looks to expand in functional nutrition.
Danone said the acquisition aligns with its Renew Danone strategy. Huel’s product lines include ready-to-drink (RTD) offerings and powders, and the company has built an omnichannel business with a strong direct-to-consumer foundation, Danone said.
Antoine de Saint-Affrique, CEO of Danone SA, said in a release that the combination of Huel’s range and digital capabilities with Danone’s global reach and nutritional expertise creates growth opportunities in nutritionally complete offerings.
Why this matters for convenience services
- Makers of functional nutrition products see value in meal formats that fit busy, on-the-go routines.
- While not new to th market, RTD nutritional products continue to blur the line between beverages and meal replacement snacks, expanding placement and daypart opportunities.
- Increased brand investment by Danone could boost consumer pull and trial for of products like Huel.
This piece was created with the help of generative AI tools and edited by our content team for clarity and accuracy.