CMA Requests Market Opinions on Danone's Acquisition of Huel

The Competition and Markets Authority (CMA) in the United Kingdom has initiated a request for market opinions on the proposed acquisition of Huel by Danone, a deal valued at €1 billion (£870 million). This consultation period is set to continue until June 10 and anticipates the commencement of a formal phase one investigation into the merger.

Danone, a major player in the food and beverage industry, agreed to acquire Huel in March 2026. This acquisition aims to integrate Huel's range of ready-to-drink meal replacement shakes and powders into Danone's portfolio. According to Danone, this move is expected to leverage Huel's strong digital direct-to-consumer sales and its significant fan base in the UK, Europe, and the US.

Huel, which offers a variety of meal replacement powders and pre-mixed shakes, reported a 19% increase in revenues, reaching £254 million in the year ending July 31, 2025. The company also saw its pre-tax profits rise to £19.4 million. Huel's products are now available in more than 17,000 stores across the UK, with over 100,000 stocking points generating £139.3 million in sales.

In the US market, Huel experienced a 12.4% increase in turnover, amounting to £75.5 million last year. Danone's acquisition aligns with its strategy to strengthen its nutrition and health propositions, with anticipated cost synergies in ingredients such as whey protein. The French multinational's brand portfolio includes well-known labels such as Activia, Oykos, Alpro, and infant formula brands Aptamil and Cow & Gate.

The outcome of the CMA's investigation will determine how this acquisition proceeds, as Danone seeks to enhance its market position in the nutrition sector.