The Digester

French food group Danone is buying UK-founded Huel, maker of plant-based complete nutrition products, in a deal reported at roughly €1bn that will boost Huel's market reach and add digital and product capabilities to Danone's portfolio.

Deal reported at about €1bn and is subject to closing conditions including regulatory approval.
Huel was founded in Buckinghamshire in 2014 and sells plant-based powders, ready meals, bars and drinks direct to consumers.
The acquisition will give Huel access to Danone's infrastructure, distribution and research and development to expand into new markets.
The complete nutrition market is estimated to be worth about $5.9bn.
Huel counts celebrity investors such as Idris Elba and Jonathan Ross and has a fan base in the UK, Europe and the US.
Huel previously faced a watchdog ruling over an advert that made misleading cost claims about meal replacement shakes.

Danone to buy British meal-replacement maker Huel for about €1bn

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