Idris Elba-backed firm Huel bought by Danone in €1bn deal

Co-founder Julian Hearn and actor likely to get big payday after takeover by French group
Huel, the protein shake maker which counts the actor Idris Elba among its investors, has agreed to be acquired by the French consumer goods group Danone in a deal worth about €1bn (£870m).

The British company, which makes food powders, snack bars and meals from a blend of plant-based ingredients and fortified with vitamins, started out selling its powders online.

It is now available in more than 25,000 stores around the world.

The Huel co-founder Julian Hearn will make about £400m from the deal, according to filings at Companies House.

The TV presenter Jonathan Ross was also previously a backer of the business.

The company’s chief executive, James McMaster, said the €1bn deal marked the “next step” for Huel, a contraction of “human fuel” .

He said: “With Danone, we will now have the infrastructure, distribution and R&D capability to go further, into new markets and to more people, as demand for convenient, complete nutrition continues to grow.

We’re so proud of what the team has built, and excited about what comes next.”
The Diary of a CEO host, Steven Bartlett , has also been a champion for Huel and was a director at the business.

In 2024, Huel was slapped on the wrist by the advertising watchdog for failing to disclose its commercial relationship with Bartlett in Facebook promotions.

Bartlett stepped down from his role as director at Huel last year, according to filings at Companies House.

The acquisition is the latest effort by Danone, which also produces Evian water and Activia yoghurt, to grow in the booming “functional nutrition” market, driven by demand for personalised nutrition and gut health products.

Huel, which is headquartered in Tring, Hertfordshire, and employs about 300 people, has grown in popularity among time-poor urban professionals, as well as users of GLP-1 weight-loss drugs.

It made £13.8m in pre-tax profit on revenues of £214m in 2024, according to its latest annual accounts at Companies House.

Revenues rose to more than £250m the following year, with profit margins of about 10%.

Hearn, who left school at 16 with few qualifications, worked in a shop for a year before becoming a labourer, digging up holes in the road for two years.

He eventually returned to education and then began a career in marketing.

His first entrepreneurial venture was an affiliate marketing company hosting vouchers online, Mash Up Media.

He formed the group in 2008 and sold to the US company Internet Brands in 2011.

The co-founder, who also acts as Huel’s chief marketing officer, said that at this point he “could have retired” aged 40, but ultimately pivoted to the health industry.