Danone is allowed to acquire Huel for 1 billion euros

Danone has been given the go-ahead to acquire Huel: the British meal-replacement manufacturer has received approval from the competition regulator. The 1-billion-euro deal is expected to strengthen Danone’s position in the health-conscious food market, while Huel aims for further growth and international expansion.

Rapid rise

Danone had already reached an agreement in March to acquire Huel, but the competition authority still needed to assess the impact on the British market. Huel had previously run afoul of the British advertising regulator, which banned several ads due to “misleading” claims.