Danone €1bn takeover of Huel approved by watchdog
2 hours ago
Huel
Danone’s takeover of the British meal supplement maker Huel has been cleared by the competition watchdog
The Competition and Markets Authority (CMA) has given the €1bn (£864m) deal the green light following a review
Huel, based in Hertfordshire, was founded by Julian Hearn in 2015 to provide nutritionally complete food products, aimed at reducing meal times and providing essential nutrients
The French food and drink firm said the acquisition will help it grow in the nutrition sector, while for Huel it will help the brand’s growth ambitions and drive its international expansion
Advertising Standards Authority
Danone agreed to buy Huel in March
The company owns a portfolio of products in the UK, including baby milk brands Aptamil and Cow & Gate, yoghurt brands Acti
The Huel brand has seen rapid growth over the years, expanding its range to include ready meals, nutrition bars, and health drinks, all of which are plant-based
Dragons’ Den star and podcaster Steven Bartlett was previously a director of the nutrition brand
The company has previously got into hot water with the UK advertising watchdog, which has banned some of its adverts for making “misleading” claims
Danone said the company welcomed the CMAs approval of the proposed acquisition, which marked an important milestone
A spokesperson said: With our mission to bring health through food to as many people as possible, and our long-standing heritage in functional nutrition, Huel’s expertise in complete nutrition is set to be a strong complement to our portfolio. “The transaction remains subject to final completion.”
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Advertising Standards Authority
