The British meal supplement maker Huel is being bought by Danone for €1bn (£864m). Founded in Buckinghamshire in 2014, Huel is best known for its shake powder, which it says is a nutritionally complete replacement for a regular meal. Its investors include actor Idris Elba and broadcaster Jonathan Ross. It has since expanded its range to include ready meals, nutrition bars, and health drinks, all of which are plant based. The company has previously got into hot water with the UK advertising watchdog, which has banned some of its adverts for making "misleading" claims. One such advert made misleading claims about the cost savings associated with replacing a normal diet with meal replacement shakes, the watchdog said. Huel (a portmanteau of "human" and "fuel") products are mostly sold direct to consumer, with some sales from shops and supermarkets, but it said the Danone deal would allow it to expand into new markets. The market for so-called complete nutrition products, aimed at time-poor, health-conscious consumers, is thought to be worth $5.9bn (£4.4bn). The deal is subject to closing conditions including regulatory approval. Danone is best known for its yoghurt drinks – in addition to its Danone-branded drinks, it also owns Actimel, Activia and Alpro.
BBQ - Is this a good deal for Danone?
