Protein and fiber are big deals.
What’s happening: Multinational food giant Danone acquired UK-based functional nutrition brand Huel for €1B (~$1.15B), complementing its “health-through-food” strategy.
Epic mealtime. Known for its “nutritionally complete” shakes, Huel emphasizes high-protein, high-fiber foods for convenient, away-from-home meals.
Expanding beyond its vegan meal replacement drink, it recently added instant meals and RTD daily greens. Gaining popularity worldwide, it notched £250M in 2025 revenue while landing distribution in Target and Costco.
Formulaic. Huel strengthens Danone’s push into functional nutrition — joining Oikos protein-forward GLP-1 support shakes and plant-based formulas from newly acquired Kate Farms.
Investing in gut health, it opened a microbiome research lab in Paris and attempted to buy US kefir maker Lifeway Foods.
Looking ahead: Huel’s sustainable positioning and plant-based product gives Danone a valuable dairy alternative, and maxxers another macro-boosted meal.
