Danone to buy protein shake maker Huel as health nutrition craze drives demand shift
CNBC • • business
Key Points:
- Danone plans to acquire protein drinks maker Huel for approximately 1 billion euros ($1.15 billion) to capitalize on growing health consciousness and changing consumer preferences driven by weight-loss drugs and younger generations.
- Huel offers protein shakes and nutrient-fortified drinks, supported by celebrities like Steven Bartlett and Idris Elba, aiming to address common nutritional deficiencies such as inadequate protein and fiber intake.
- Danone CEO Antoine de Saint-Affrique highlighted the strategic fit between Danone's global reach and nutritional expertise and Huel's digital capabilities in the expanding market for nutritionally complete products.
- The deal awaits regulatory approval and reflects broader industry trends where food companies are adapting to health trends and the rising use of GLP-1 weight-loss drugs, which currently have limited but growing adoption in Europe.
- Analysts predict the GLP-1 drug market could reach $100 billion by 2027, prompting food makers to innovate product offerings and marketing strategies to meet shifting consumer demands.
