Huel Sold For €1 Billion To Danone Despite Banned Ads And Expert Criticism

Two founders in a warehouse hold a shaker bottle at dawn, with ingredient sacks outside, signaling a startup's humble beginnings.

In 2014, a British startup named Huel — a blend of ‘human’ and ‘fuel’ — launched from Buckinghamshire. Its first product was a simple shake powder, marketed as a nutritionally complete meal replacement.

Huel product array in foreground as Idris Elba and Jonathan Ross shake hands with executives against a London skyline.

Huel quickly attracted high-profile investors, including actor Idris Elba and broadcaster Jonathan Ross. The brand then expanded its range into ready meals, nutrition bars, and health drinks — all entirely plant-based.

A regulatory official points at banned Huel ads marked "misleading" across a desk as a marketing executive reacts.

But controversy struck. The UK advertising watchdog banned several Huel adverts for making misleading claims — including false promises about the cost savings of replacing a normal diet with its meal replacement shakes.

Split scene contrasts a consumer preparing a shake with a nutrition expert reviewing research, questioning meal replacement science.

Huel products were mostly sold direct to consumer. The complete nutrition market grew to an estimated $5.9 billion, yet experts openly questioned whether replacing real meals with nutrient-rich drinks is truly effective.

French food giant Danone announced buying Huel for €1 billion, pending regulatory approval. CEO Antoine de Saint-Affrique praised Huel’s loyal fan base across the UK, Europe, and US, along with its best-in-class digital capabilities.

James McMaster gestures toward a bright R&D future, with Danone's product recall shadow looming behind him.

Huel’s CEO James McMaster said most people lack protein and nutrients — with Danone’s R&D and infrastructure, Huel will reach new markets. Danone — owner of Actimel and Evian — recalled 14 batches of baby formula this year.