DANONE has been given the green light for a €1billion (£860million) takeover of protein powder brand Huel.
The Competitions and Markets Authority said it has cleared the merger after an inquiry.
Danone has been given the green light for a €1billion takeover of Huel Credit: Alamy
Food and drinks company Danone agreed to buy the shake maker in March. It has not disclosed the price but a billion euros is reported.
Danone said the acquisition will help it grow in the nutrition sector.
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Meanwhile, Huel said the move will help drive its international expansion. Danone already owns brands including Aptamil and Cow & Gate baby milk, Activia and Actimel yoghurt and Evian and Volvic waters.
Huel is based in Tring, Hertfordshire and was founded by food expert Julian Hearn in 2015 to make nutritionally complete vegan products. The brand has rapidly grown in the years since. It has expanded into retail stores, growing its product range to items including powders, shakes, snack bars and drinks.
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Dragons’ Den star and podcaster Steven Bartlett was previously a director of the nutrition brand.
An advert he featured in was banned by the Advertising Standards Authority in 2024 for failing to disclose the commercial relationship with the celebrity entrepreneur.
Huel has a host of celebrity investors including actor Idris Elba and broadcaster Jonathan Ross.
The CMA gave interested parties the opportunity to comment on the deal over potential concerns about whether it could lessen competition in the market.
The regulator’s decision to clear the merger means it is satisfied it can go ahead in its current form.
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