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The Guardian - UK
The Guardian - UK
Business
Lauren Almeida

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

Elba and McMaster leaning against some equipment in what appears to be a recording studio
The Huel investor Idris Elba and the brand’s chief executive, James McMaster. Photograph: Huel

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.

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