Danone acquires meal replacement shake maker Huel for ~$1.2 billion
Very big things are happening today in the world of nutritionally complete products that taste like chalk, as Danone has agreed to buy the celebrity-backed protein bar, powder, meal, and meal replacement shake maker Huel for €1 billion, or around $1.2 billion.
In a statement announcing the acquisition, Danone — apparently the No. 1 yogurt producer in the US and the nation’s top plant-based food and beverage company as well — said that buying Huel will enhance its “presence in functional nutrition and extend its portfolio into the fast-growing Complete Nutrition space.” Danone, the parent company behind Evian and Actimel, also praised Huel’s “best-in-class digital execution” and fan bases across the UK, Europe, and the US.
Bulking season
Huel, a portmanteau of “human” and “fuel,” was only set up just over a decade ago, but thanks to its marketing efforts, a buzzy product range that marries on-the-go eating with nutrient-dense, plant-based ingredients, and a decent list of (mostly UK-based) celebrity investors, like actor Idris Elba and talk show host Jonathan Ross, sales have soared.
Alongside the wider proliferation of the protein-in-everything culture and against the unending dietary chat on the best way to lose weight, Huel has nicely positioned itself as an alternative for time-poor people looking for a snack, shake, or easy meal that won’t damage whatever health goal they’re aiming for, with its promise that “every meal contains a balance of protein, carbs, essential fats, fibre, plus all 26 essential vitamins and minerals, and phytonutrients.”
Customers are lapping it up, too, with revenues rising 74% each year on average since 2016. According to reporting from the Financial Times today, a person close to the company said Huel revenues will jump to hit more than 250 million pounds ($337 million) this year, reflecting the growing number of people who, despite having presumably outsourced most of their actual work to chatbots, somehow still don’t have the time to cook.
Alongside the wider proliferation of the protein-in-everything culture and against the unending dietary chat on the best way to lose weight, Huel has nicely positioned itself as an alternative for time-poor people looking for a snack, shake, or easy meal that won’t damage whatever health goal they’re aiming for, with its promise that “every meal contains a balance of protein, carbs, essential fats, fibre, plus all 26 essential vitamins and minerals, and phytonutrients.”
Customers are lapping it up, too, with revenues rising 74% each year on average since 2016. According to reporting from the Financial Times today, a person close to the company said Huel revenues will jump to hit more than 250 million pounds ($337 million) this year, reflecting the growing number of people who, despite having presumably outsourced most of their actual work to chatbots, somehow still don’t have the time to cook.
