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French food and beverage maker Danone
said Monday it’s set to buy protein drinks maker Huel as a more health-conscious younger generation and the rise of weight-loss drugs pushes companies to rethink what people want to consume.
Huel sells a range of protein shakes and drinks fortified with nutrients. It’s backed by celebrities such as The Diary of a CEO podcast host Steven Bartlett and actor Idris Elba.
Combining Huel’s range and digital capabilities with Danone’s global reach and nutritional expertise is an opportunity in “the new and fast-growing nutritionally complete space,” said Danone CEO Antoine de Saint-Affrique in a statement.
