Danone to buy protein shake maker Huel as health nutrition craze drives demand shift [MSNBC.com]
DANONE S/ADR (DANOY)
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Source: MSNBC.com
In this articleHuel makes vegan, powdered meal replacements, catering to people who "deem themselves time-poor" but want healthy, environmentally sustainable meals.Source: HuelFrench food and beverage makerDanoneHuel sells a range of protein shakes and drinks fortified with nutrients. It's backed by celebrities such as The Diary of a CEO podcast host Steven Bartlett and actor Idris Elba.Combining Huel's range and digital capabilities with Danone's global reach and nutritional expertise is an opportunity in "the new and fast-growing nutritionally complete space," said Danone CEO Antoine de Saint-Affrique in a statement."Most people don't get enough protein, fibre, or the right nutrients," added Huel CEO James McMaster. "That's the problem Huel exists to solve."The deal, which is subject to regulatory approvals, is about 1 billion euros ($1.15 billion), the Financial Times reported, citing a person close to the company. Danone declined to comment on the value of the transaction.Danone C
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