Danone's makes logical – but pricey – protein push with Huel deal [Yahoo! Finance]
DANONE S/ADR (DANOY)
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Source: Yahoo! Finance
both the skill with which the UK business built its brand – and the corporate desire to tap into consumers' growing interest in protein. Industry watchers see the French giant's move for the meal-replacement firm as part of the Activia maker's strategy to expand in protein-centric product areas and ‘functional' nutrition, as well as an attempt to benefit from Huel's experience in the direct-to-consumer channel. The deal – despite Danone not publicly confirming the price tag – has led to praise for Huel's founders and the company's present management team. And, amid the murmurings about whether consumer appetite for protein may be starting to plateau, the transaction confirms that the ingredient is a central factor in M&A in the sector. Set up in 2014 by entrepreneur Julian Hearn and former NHS dietician James Collier, Huel – a portmanteau of human fuel – sells its plant-based, protein-packed products in the UK, continental Europe and the US. The company started out as a direct
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News
- Danone's Huel Deal Shows Big Food Wants a Piece of the Protein Future [Yahoo! Finance]Yahoo! Finance
- Danone buys meal supplement maker Huel [Yahoo! Finance]Yahoo! Finance
- Danone to buy protein and fiber food maker Huel [Yahoo! Finance]Yahoo! Finance
- Huel founder to make £400m from sale to Evian water owner [Yahoo! Finance]Yahoo! Finance
- Danone to buy protein shake maker Huel as health nutrition craze drives demand shift [MSNBC.com]MSNBC.com